LEADING AND MANAGING PROFITABLE GROWTH
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1 LEADING AND MANAGING PROFITABLE GROWTH Principles for succeeding in By Professor Dominique Turpin (December 2007) IMD Chemin de Bellerive 23 PO Box 915, CH-1001 Lausanne Switzerland Tel: Fax:
2 In a fast changing environment, leading and managing profitable growth is critical for the development of sustainable competitive advantage. Every day, top executives increasingly face pressure for short term results, slower growth in many developed markets, more international competition from China in particular, a polarization of traditional markets (with mainstream segments squeezed between low cost and high-end brands), not enough leadership in strategy and change execution and more demanding boards to deliver ambitious business results. What it takes to succeed today and tomorrow is to understand all the forces that shape the new business world, to continuously challenge the ways we conduct business and to revisit traditional managerial processes. To deal with the above dilemmas, it is essential that executives adapt the following principles. Redefine the rules of competition for growth Executives must re-think their corporate strategies with fresh perspectives. New players such as Ryanair, RedBull, Amazon, AliBaba and Air Asia have redefined the rules of the game in their respective industries and developed a sustainable competitive advantage by creatively re-segmenting their market, redefining innovative value propositions and turning their operations into more customer-centric organizations. These sources of competitive advantage can be adopted by traditional corporations provided they are led by executives with the right vision and ready to change the status quo. The people factor While new growth strategy is important, the key to business growth today is to align strategy and organizational capabilities through leadership and people. The makings of leading Chinese global industry players such as Ping An Insurance and Haier demonstrate how companies create market needs, grow their businesses and build organizational capabilities with speed, agility and differentiated strategy. Throughout the process, leadership was the cornerstone. IMD - LEADING AND MANAGING PROFITABLE GROWTH Page 2/5
3 Since it was founded in 1988, Ping An Insurance has grown to become China s second largest life insurance underwriter and third largest property and casualty insurer. The company s ambition has been to build on its local market success to become a leading regional and global integrated financial services provider within the next 10 years, with the people factor as the cornerstone of its success. Smart Big Moves - trajectory management Smart Big Moves is about leading your business over time. It s about putting the right drivers in place to exploit the business conditions and anticipating how those conditions might change. This requires developing new capabilities for tomorrow. It s about shaping the trajectory with Smart Big Moves to win repeatedly over time. An example of a Smart Big Move is the successful strategy formulated at Dow Corning for marketing commodity silicones. In the late 1990s, when Dow Corning s leadership in the silicone business started to be at stake; management had to chart radically new ways to compete in commoditized markets - what they call their "disruptive innovation". Rightsizing and cost cuttings did not really improve its competitive edge vis-à-vis low cost competitors. However, by smartly introducing a new brand (Xiameter) and totally rethinking a new business model to serve the low end of its markets, Dow Corning achieved astonishing results and grew 60% between 2001 and Leading change through people Globalization of the world economy provides an excellent opportunity for companies to grow and prosper. Capabilities in change management are the essential skills that successful executives must possess. How to align growth strategy to the external changes and how to mobilize people to act quickly and vigorously is critical to growth today. Determining how to lead change, build a high performance culture and improve organizational effectiveness is paramount. IMD - LEADING AND MANAGING PROFITABLE GROWTH Page 3/5
4 Leading your market with strong brands Branding your own products/services is no longer an option - it is a must for your longterm success. For any business, corporate success is ultimately built on some kind of differentiation. Differentiating a company on quality or cost alone is increasingly difficult. The key principles for building strong brands are: a clear identity, a commitment from management to support the brand in good and bad times with the proper resources, a regular flow of meaningful innovations, consistent internal and external communications and flawless execution. Managing your board more effectively Boards are facing increasingly tough challenges and as a result, members are more and more in the spotlight. Boards need to enhance long term value creation and mitigate the risks associated with today s volatile environment. Today, many of the existing mechanisms for governing corporations are no longer adequate. The scale, complexity and risks of corporate activity have largely overrun our institutions. Therefore a fresh and fundamental long-term thinking of our governance approaches are needed. Professor Turpin is Director of the International Seminar for Top Executives. The above issues and more will feature in the next session March 31- April 2, He also teaches on the Program for Executive Development, as well as the Business Marketing and Orchestrating Winning Performance programs. IMD - LEADING AND MANAGING PROFITABLE GROWTH Page 4/5
5 RELATED PROGRAMS INTERNATIONAL SEMINAR FOR TOP EXECUTIVES - Leading and Managing Profitable Growth Program Directors Dominique V. Turpin - Identify new opportunities to redefine the rules of the game in your industry - Capture tools and concepts to manage profitable growth - Learning how to better mobilize your organization to get ahead of the competition PROGRAM FOR EXECUTIVE DEVELOPMENT - Building Global Leaders Program Directors Martha Maznevski and Carlos Cordon - Learn to drive performance in a fast-changing global environment - Discover how to build a better business: gain skills, create networks and inspire others - Reach your leadership objectives with personal coaching - Get ready for IMD's Executive MBA degree IMD - LEADING AND MANAGING PROFITABLE GROWTH Page 5/5
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