Liderazgo estrategico

" IIIJ 11111,111111,

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A nine step approach to strategy and leadership for managers and marketers Simon Wootton & Terry Horne

These 9 systematic steps will help you to:
ESCAPE FROM THE PAST
1. Gather strategic intelligence

FOCUS ON THE PRESENT

INVENT THE FUTURE

4. Make strategic predictions 5. Develop strategic vision 6. Create strategic options

7.Take strategic decisions 8. Create and communicate market-led strategy 9 . Plan and manage projects to implement the changes

. . I\ssess strategic capability
: I. C;"oILte s trategic knowledge

/\uthors of the best-selling books on 'the brain' and the 'management of change'

Kogan Page
LONDON PHILADELPHIA NEW DELHI

Publisher's note Every possible effort has been made to ensure that theinformation contained in this book is elC urate at th e time of go in g to press, and the publishers and authors cannot accep t responsibility for a ny erro rs or omissions, however caused. No responsibility for loss or damage occasioned to ~ny pe rso n actin g, or refraining from action, as a result of the material in thi s publication can be a e pted by the editor, the publisher or any of theauthors. Pirst published as Strategic Planning: the Nine Step Programme in 1997 by Kogan Page Limited econd ed ition 2001 Th ird ed itio n 2010 Apa rt fro m a ny fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means,with the prior permission in writin g of the publishers, or in the case of reprographic reproduction in accordance with the term s and li cences issued by the CLA. Enquiries concerning reproduction outside these term s sho uld be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London NI 9JN United Kingdom www.koganpage.com 525 South 4th Street, #241 Philadelphia PA19147 USA 4737/23 Ansari Road Daryaganj New Delhi 110002 India

© Simon Wootton and Terry Horne, 1997, 2001, 2010

The ri ght of Simo n Wootton and Terry Horne to be identified as the authors of this work has been asse rted by them in accordance with Copyright, Designs and Patents Act 1988. ISBN E- ISBN 9780749460778 9780749461102

British Library Cataloguing-in-Publication Data A C IP reco rdfor thi s book is ava ilable from the British Library. Library of Co ngress Cataloging-in-Publication Data Woo tto n, Simo n. Stri.l teg ic thinkin g: a nine step approach to stra tegy and lead ership for ma nagers " nt! m\

I "· II\I~ . ,

I'" ... ·, 1"111.1

Contents
I'nfnce IIck /lOw/edgements / )I'riicntion III'(J II/ this book
I'ART I.

iv v vi vii
1

STRATEGIC LEADERSHIPction 1 ction 2 ction 3

Strategic leadership Strategic leadership and conversational style Strategic leadership - brain-based communication Strategic leadership - the thinking skills required Marketing leadership and management action

2 3

5
7

e Study
1'A In II.

29
39

STRATEGIC THINKING - THE 9S©APPROACH

\1 P 1
.. It P 2
\1

Gather strategic intelligence Assess strategiccapability Create strategic knowledge Make strategic predictions Develop strategic vision reate strategic options Take strategic decisions rcate and communicate market-led strategy Plan and manage projects to implement change

41

P3

47 63
64

\I( P 4

'liclP
"Ii P 6 "Ii P 7
',111\1

67
72

83

R

92
115
135

',111\1 9

1'1('1'111. TIII ': NEXT TEPS

NI xi C;I P
I11.lllhought
\ /1/11 '/11 // \

136
137

II

139
140 141
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P eface
III ('.1 n use this book to discern opportunities in chaos. I IIII l' ;) n learn to display contagious confidence, even in turbulent times. I \ III need strategies for your supply line and your front...