For the much better component of a decade, strategy has been a company buzzword. Top executives ponder strategic goals and objectives. Managers down the line turbulent out product/market strategies. Functional chiefs lay out “strategies” for whatever from R&D to raw-materials sourcing and also distributor relations. Mere planning has actually shed its glamor; the planners have actually all turned right into <…>

For the much better part of a decade, strategy has actually been a business buzzword. Top executives ponder strategic goals and also objectives. Managers dvery own the line turbulent out product/sector tactics. Functional chiefs lay out “strategies” for every little thing from R&D to raw-materials sourcing and also distributor connections. Mere planning has actually shed its glamor; the planners have actually all turned into <…>

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For the much better part of a decade, strategy has been a service buzzword. Top executives ponder strategic objectives and also goals. Managers down the line stormy out product/sector techniques. Functional chiefs lay out “strategies” for everything from R&D to raw-products sourcing and distributor relationships. Mere planning has actually shed its glamor; the planners have all turned right into <…>

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For the much better component of a decade, strategy has actually been a business buzzword. Top executives ponder strategic goals and also goals. Managers down the line stormy out product/market techniques. Functional chiefs lay out “strategies” for whatever from R&D to raw-products sourcing and also distributor relations. Mere planning has actually lost its glamor; the planners have all turned into strategists.

You are watching: A competitive strategy followed by an organization is derived from the ________ of its industry.

All this may have actually blurred the idea of strategy, however it has likewise aided to change the attention of supervisors from the technicalities of the planning process to substantive problems affecting the permanent well-being of their enterprises. Signs that a real adjust has been ensuing in business’s planning emphasis have been visible for some time in the performance of some big, complicated multinationwide corporations—General Electric, Northern Telecom, Mitsubishi Heavy Industries, and also Siemens A.G., to name 4.

Instead of behaving prefer big unwieldy bureaucracies, they have been nimbly leap-frogging smaller competitors via technological or sector creations, in true entrepreneurial style. They have been executing what appear to be well thought-out organization methods coherently, repeatedly, and also frequently via surpincreasing speed. Repeatedly, they have been winning industry shares away from more traditionally regulated rivals.

What is the source of these huge companies’ impressive entrepreneurial vigor? Is it the outcome of their comprehensive investments in strategic planning, which show up to have produced something favor a quantum jump in the sophistication of their strategic planning processes? If so, what lessons have the right to be drawn from the actions they have taken and also the endure they have actually gained?

To check out these questions, we undertook a systematic examination of the relation between formal planning and also strategic performance throughout a broad spectrum of providers (view the sidebar). We tried to find prevalent patterns in the advance of planning units over time. In certain, we examined their development in those huge providers where formal planning and strategic decision making showed up to be many carefully and also properly interwrange.

A Quest for Common Patterns

For 2 years, we and our colleagues studied the breakthrough of formal planning devices in 120 suppliers, mainly industrial items manufacturers (client and nonclient) in seven countries. To recognize exactly how, and to what degree, formal planning actually influenced the major decisions shaping those companies’ service methods, we sifted material varying from situation histories and also interview notes to in-depth financial analyses. The four-phase evolutionary design emerging from this job-related was better explored by indepth evaluation of 16 representative carriers, each via over $500 million in sales, in which the partnership between planning and strategically necessary activity was especially well recorded.

For the objectives of the study, “business strategy” was defined as a collection of objectives and also incorporated set of actions aimed at securing a sustainable competitive benefit. The principle of strategic administration explained in this write-up differs rather from that of H. Igor Ansoff, that invented and popularized the term.* We define it as a system of corporate worths, planning capabilities, or business responsibilities that couple strategic reasoning through operational decision making at all levels and also across all useful lines of authority in a corporation.

*See From Strategic Planning to Strategic Management, edited by H. Igor Ansoff, Roger P. Declerch, and Robert L. Hayes (New York: John Wiley & Sons, 1976).


Our findings indicate that formal strategic planning does indeed evolve along equivalent lines in various companies, albeit at differing prices of progress. This progression have the right to be segmented right into four sequential phases, each noted by clear developments over its predecessor in regards to explicit formulation of concerns and also alternatives, high quality of preparatory staff work-related, readiness of optimal management to take part in and guide the strategic decision procedure, and performance of implementation (view the Exhibit).


*

Exhilittle Four Phases in the Evolution of Formal Strategic Planning


The four-phase model development we shall be describing has actually currently confirmed helpful in evaluating corpoprice planning systems and also processes and also for indicating ways of enhancing their effectiveness.

In this short article, we define each of the 4 phases, through one-of-a-kind emphasis on Phase IV, the stage we have preferred to contact strategic management. In order to highlight the distinctions in between the 4 steras, each will certainly be sketched in rather bold strokes. Obviously, not all the companies in our sample fit the pattern exactly, but the generalizations are broadly applicable to all.

Phase I: Basic Financial Planning

Most suppliers map the beginnings of a formal planning system to the annual budgeting process wright here every little thing is lessened to a financial difficulty. Procedures build to foreactors revenue, expenses, and also funding requirements and to determine borders for price budgets on an annual basis. Indevelopment units report on useful performance as compared through budgetary targets.

Companies in Phase I often display screen effective service strategies, but they are rarely formalized. Instead, they exist. The only concrete indication that a company strategy exists might be a projected income development price, occasionally qualified by certain debt/equity targets or other explicit financial objectives.

The high quality of Phase I strategy counts mostly on the CEO and also the top team. Do they really recognize their company’s assets and sectors and also have actually a great feeling of what major rivals will certainly do next? Based on their expertise of their very own expense framework, have the right to they estimate what the impact of a product or marketing change will certainly be on their plants, their circulation device, or their sales force? If so, and also if they do not arrangement for the company to thrive beyond traditional borders, they might not have to put up an expensive planning apparatus.

Phase II: Forecast-based Planning

The complexities of most large enterprises, yet, demand more explicit documentation of the implicitly construed techniques of Phase I. The variety of assets and also industries offered, the degree of technological sophistication compelled, and also the facility economic systems associated far exceed the intellectual understand of any one manager.

The shoe generally pinches first in financial planning. As treasurers struggle to estimate capital requirements and also trade off alternate financing plans, they and also their staffs extrapolate previous patterns and also try to foresee the future impact of political, financial, and social forces. Hence starts a second phase, forecast-based planning. Many long-range or strategic planning this day is a Phase II device.

At first, this planning differs from annual budgeting just in the length of its time structure. Very quickly, but, the actual civilization frustprices planners by perversely differing from their forecasts.

In response, planners commonly reach for even more progressed forecasting tools, consisting of trfinish analysis and also regression models and, ultimately, computer system simulation models. They accomplish some development, however not sufficient. Sooner or later on plans based on predictive models fail to signal significant eco-friendly shifts that not just appear obvious after the reality, yet also have a good and also typically negative impact on corpoprice fortunes.

Nonetheless, Phase II boosts the effectiveness of strategic decision making. It forces management to face the long-term implications of decisions and also to give thneed to the potential company affect of discernible current fads, well before the effects are visible in current revenue statements. The concerns that forecast-based plans address—e.g., the impact of inflation on future funding demands or the inroads international manufacturers may make in domestic markets—regularly result in timely business decisions that strengthen the company’s long-term competitive position.

One of the most fruitful spin-offs of Phase II is efficient reresource alplace. Under the push of permanent resource constraints, planners learn exactly how to put up a circulatory circulation of funding and also other resources among business units. A principal tool is portfolio evaluation, an equipment for graphically arvarying a diversified company’s businesses alengthy 2 dimensions: competitive stamina and industry attractiveness.

As practiced by Phase II service providers, however, portfolio evaluation tends to be static and focused on present capabilities, rather than on the search for alternatives. In addition, it is deterministic—i.e., the place of a company on the matrix is provided to identify the correct strategy, according to a generalized formula. And Phase II providers commonly regard portfolio placing as the finish product of strategic planning, rather than as a beginning allude.

Phase II devices additionally carry out a great job of analyzing permanent trends and setting objectives (for instance, performance improvement or better capital utilization). But instead of bringing key business concerns to the surchallenge, they often bury them under masses of data. Furthermore, Phase II systems deserve to motivate managers in the wrong direction; both the incentive compensation program and also informal rewards and worths are usually focused on short- or medium-term operating performance at the cost of permanent purposes. In amount, Phase II planning all as well easily becomes a mechanical regimen, as managers sindicate copy last year’s arrangement, make some performance shortautumn adjustments, and also extend trend lines another 12 months into the future.

Phase III: Externally Oriented Planning

In an environment of fast readjust, occasions deserve to render industry forecasts obsolete practically overnight. Having repeatedly skilled such frustrations, planners begin to shed their faith in forespreading and rather attempt to understand also the basic marketlocation sensations driving change. The outcome is frequently a brand-new master of the vital determinants of service success and a brand-new level of planning effectiveness, Phase III.

In this phase, reresource allocation is both dynamic and also creative. The Phase III planners now look for opportunities to “shift the dot” of a company on a portfolio matrix into a much more attrenergetic sector, either by emerging new business capabilities or by redefining the sector to much better fit their companies’ toughness. A Japanese conglomeprice with an underutilized steel-fabricating capacity in its shipyard and also a ftransforming high-rise concrete smokestack business merged them right into a effective pollution control undertaking.

In the search for brand-new ways to specify and satisfy customer demands, Phase III strategists try to look at their companies’ product offerings and those of their competitors from the viewallude of an objective outsider. For instance, one heavy devices manufacturer assigned a strategy team to reverse-engineer the competitor’s product, rebuild its manufacturing infrastructure on paper, and estimate the production cost for the competitor’s product in the competitor’s plant. The team members uncovered that design enhancements had actually provided the challenger such a commanding benefit in production price that there was no allude in trying to complete on price. But they likewise discovered that their very own product’s reduced maintenance and also fuel expenses offered customers clear savings on a life-cycle cost basis. Accordingly, the sales force was trained to market life-cycle price benefits. Over the following 3 years, the agency increased its market share by 30% and also doubled its net profit.

Anvarious other strategy, obtained from an outside perspective, was devised by a U.S. commercial commodity manufacturer. When sales in among its significant product lines decreased quickly complying with the advent of a brand-new, cheaper competitive product, it decided to discover out the reason. Thstormy area interviewing via customers, it discovered that the sales slide was practically over, something competitors had not realized. Due to the fact that sales of the product had dropped off to a couple of core markets where no cost-reliable different was obtainable, it determined to put more support behind this product line, just as the competition was closing its plants.

The manufacturer trained the sales pressure to company those distributors who continued to lug the line and also revised prices to pick up competitive circulation via master distributor arrangements. It even stood up to the move of the trade association to mitigate government-mandated security demands for dealing with the newer products. By the time its strategy was obvious to rivals, the manufacturer had actually firmly established a circulation lead in a tiny yet attractive product/industry segment.

The SBU Concept

A differentiating characteristic of Phase III planning in diversified providers is the formal grouping of connected businesses right into strategic organization devices (SBUs) or organizational entities large and also homogeneous enough to exercise effective control over the majority of components affecting their businesses. The SBU principle recognizes two distinct strategic levels: corporate decisions that affect the shape and also direction of the enterprise as a whole, and also business-unit decisions that influence only the individual SBU operating in its own setting. Strategic planning is for this reason packaged in pieces relevant to individual decision equipments, and also strategy breakthrough is linked to strategy implementation as the explicit duty of operating monitoring.

Tright here are constraints to the SBU concept. Many kind of enterprises, such as vertically included suppliers in process-oriented markets, cannot be nicely sorted out right into discrete service systems bereason their businesses share essential corporate resources—sales, production, and/or R&D. In various other situations, strategy may dictate a concerted thrust by a number of organization units to meet the requirements of a shared customer group, such as selling to the automotive market or structure a corpoprice position in Brazil. In still other cases, the combined purchasing power of numerous SBUs or the flexibility to transfer innovations from one organization to one more deserve to be more handy than the chance to make profit-oriented decisions in discrete company devices. For example:

A significant chemical agency discovered that several of its competitors, that had actually grvery own huge enough to combine backward right into feedstock manufacturing, were start to gnaw at its historical competitive edge as a totally incorporated producer. Part of the factor was that by licensing certain technology to the competition, the firm had offered amethod a raw-product cost benefit that it can not enhance with its own, older plants. The basic trouble, however, was that its product managers were prelived in through competitive risks in just a handful of the many kind of product/market segments they offered. Decisions that appeared to make feeling at the individual business-unit level were adding approximately deep trouble for the agency as a whole. A major supplier of commercial equipment divided its electrical utility company into two SBUs, a power generation company and also a power transmission service. Much as well late, peak management found that neither SBU had actually thought about contamination control devices to be part of its legitimate charter. As a result, the company discovered itself unable to bid on that business—which accounted for a complete quarter of electrical utility capital spfinishing.

The the majority of considerable method in which Phase III differs from Phase II is that corpoprice planners are meant to sell a variety of alternatives to peak management. Each option is generally defined by a various risk/reward profile or gives priority to a various objective (for example, higher employment defense at some cost to ROI). This change is rather pervasive; in reality, one simple way of determining whether a company has progressed to Phase III is to ask supervisors whether their boss would certainly regard presenting strategy alternatives as a authorize of indecisiveness.

The “alternative strategies” approach becomes both the strength and also the weakness of Phase III planning, for it begins to impose a heavy—sometimes unacceptable—burden on peak administration. As the organizational capcapacity for thorough product/sector and also business-unit planning spreads via the organization, the variety of problems increased, alternatives surchallenged, and methods occurred increases alarmingly. Top supervisors shortly recognize that explicit choices are being made by planners and also managers deep down in the organization without top-level participation—and that these decisions might considerably influence their company’s permanent competitive strength and health. This knowledge unsettles peak management and pushes it to a heavier involvement in the planning process, Phase IV.

Phase IV: Strategic Management

Phase IV joins strategic planning and also management in a solitary procedure. Only a few providers that we studied are plainly managed strategically, and also every one of them are multinationwide, diversified manufacturing corporations. The difficulty of planning for the demands of hundreds of different and also rapidly evolving businesses, serving thousands of product/sectors in dozens of unique nationwide settings, has actually puburned them to geneprice innovative, uniquely reliable planning techniques. However, it is not so a lot planning strategy that sets these establishments apart, yet quite the thoroughness through which management web links strategic planning to operational decision making. This is mostly accomplished by three mechanisms:

1. A planning framework that cuts throughout business limits and facilitates strategic decision making around customer teams and also resources.

2. A planning process that stimulates entrepreneurial reasoning.

3. A corporate value system that reinpressures managers’ commitment to the company’s strategy.

Planning Framework-related

As provided formerly, many type of Phase III carriers depend on the SBU concept to provide a planning framework—regularly via disappointing outcomes. However, tright here are generally even more levels at which strategically important decisions need to be made than the two implicit in SBU theory. Moreover, today’s company structure may not be the ideal frame in which to setup for tomorrow’s company, and also a strategically managed company may arrange its planning process on as many as five distinct planning levels:

1. Product/industry planning—The lowest level at which strategic planning takes area is the product/sector unit, where generally product, price, sales, and business are planned, and also competitors identified. Product/industry planners often have no regulate over various sets of production framework and so should accept a prefigured out collection of business business economics.

2. Business-unit planning—The bulk of the planning effort in a lot of diversified make-and-offer service providers is done at a level wbelow mainly self-contained businesses manage their very own market place and also cost structure. These individual business-unit plans become the building blocks of the corpoprice strategic plan.

3. Shared resource planning—To accomplish economic climates of range or to prevent the trouble of sub-crucial mass (e.g., in R&D facilities), sources are mutual. In some situations, the assignment of resource priorities to different company units or the advancement of a arrangement to control a corporate reresource all at once is strategically vital. In resource-based or process-oriented industries, tactics for common reresource units often recognize or constrain business-unit strategy.

4. Shared issue planning—In some big suppliers, a unique level of planning obligation is compelled to devise methods that satisfy the distinct demands of specific market or geographical customer teams or to setup for innovations (e.g., microprocessors, fiber optics) supplied by a variety of business systems.

5. Corporate-level planning—Identifying global technical and sector patterns not picked up by business-unit planners, establishing corpoprice missions, and also marshaling the financial and also huguy sources to meet those missions are lastly the obligation of corporate headquarters.

For corporations associated in just a few, carefully associated product/industries, a two- or three-level planning frame might be completely enough. Even when additional planning levels are required, these suppliers need not insert one more level of organizational hierarchy in order to arrangement shared resources or customer sector problems. Experience says, yet, that it is vital to recognize such worries where they exist and to asauthorize explicit planning obligation to an proper individual or group in the company.

Otherwise, important service decisions can slip between the cracks, and also the corporation in its entirety might discover itself unable to capitalize on its strategic avenues. Due to the fact that the selection of a frame for planning will tfinish to influence the selection of alternatives proposed, few strategic planning selections are even more essential. The definition of a strategic planning structure is, therefore, a pivotal responsibility of optimal monitoring, sustained by the corpoprice planning staff.

Planning Process

While planning as comprehensively and thoaround as feasible, Phase IV companies additionally try to save their planning procedure flexible and also creative.

A major weakness of Phase II and also III strategic planning processes is their inescapable entanglement in the formal corporate calendar. Strategic planning conveniently degenerates into a mind-numbing governmental exercise, punctuated by ritualistic formal planning meetings that neither increate peak administration nor assist company managers to obtain their tasks done. Division managers have been recognized to attempt to escape from the burden of “useless” annual planning by proposing that they fold their businesses into various other SBUs, at leastern for planning objectives.

To avoid such difficulties, one European conglomerate has actually ordained that each of its SBUs initially research its business thoroughly, lay out a comprehensive strategy, and also then replan as crucial. It has actually found that well-controlled businesses in relatively secure industries deserve to frequently exist fairly comfortably through regimen monitoring against strategic purposes eexceptionally quarter and an intensive strategic testimonial eincredibly 3 to five years. The time conserved from comprehensive yearly planning sessions for eincredibly business is devoted to businesses in fast-transforming settings or those not percreating according to the corpoprice blueprint.

Due to the fact that it is difficult to institutionalize a process that can reliably produce imaginative plans, strategically managed carriers obstacle and also stimulate their managers’ thinking by:

Stressing competitiveness—The necessity for thounstable understanding of competitors’ techniques recently has actually been the planning keynote of a UNITED STATE electric assets agency well known for its commitment to planning. Top administration involves the planning meetings prepared by its staff to bore in on a couple of key worries or occasions. “If, as you say, our rivals are just 3 years amethod from presenting microprocessors in their control systems, why are they currently talking about it in their yearly reports?” the president could ask. “What price savings might our customers attain via microprocessor-managed equipment?” or “Who are our competitors’ leading engineers?” It takes just one such grilling session to make division supervisors conscious of gaps in their competitive indevelopment. Focusing on a theme—Several major providers periodically reinvigorate their planning procedures by asking their managers to key annual plans to a specified template. International company, new production process innovation, the worth of our products to customers, and also different networks of distribution have all been used efficiently. This technique has actually apparent limitations: it doesn’t work-related with business systems in trouble, and it should be avoided till the value of formal planning is well establiburned.

Negotiating objectives—Several carriers are trying to negotiate strategically continual objectives between corporate headquarters and also business-unit general administration. “We want two years and also $35 million in additional investment to prove to you we have the right to make this right into a 35% gross margin service,” sassist the brand-new basic manager of a division in trouble. “Throughout that time we will certainly make zero profit, but we’ll strengthen our sector share by 3 points and alleviate product waste at our Atlanta plant from 10% to 3%. Conversely, you can have $4 million per year at the bottom line following year and also $6 million the year after that. No investment, and also only minimal share loss. But be all set to sell out the entirety department, bereason after that it’s all downhill.” Faced through clear alternatives, corporate monitoring might indicate principles and concessions that would certainly promise them the majority of of their share development and also some profitcapacity for a lot less cash commitment up front. Demanding strategic insights—Avoiding competition by an instraight approach is the essence of imaginative and innovative strategy: a reformulation of a product’s attribute, the development of new production methods or distribution channels, or the exploration of dimensions of competition to which standard rivals are blind. One way to generate this sort of thinking is to ask each business manager to describe the certain service benefit he or she inhas a tendency to attain. Top administration reviews each service arrangement skeptically. As one CEO tells department heads: “If you can’t tell me somepoint around your company I don’t already recognize, you more than likely aren’t going to surpclimb our competitors either.” This technique counts heavily on the corpoprice planning staff, who are charged through demonstrating to uncreative business-unit planners that there are new ways of looking at old businesses.

Corpoprice Value System

The value system mutual by the company’s height and also middle managers offers a 3rd, less visible linkage between planning and also activity. Although the leadership formats and also business climates of companies that have the right to be called strategically regulated vary considerably, and also in also one agency an excellent deal of diversity can be found, 4 widespread themes arise from interviews through personnel at all levels in strategically managed companies:

1. The worth of participation, which leads to task-oriented organizational versatility.

2. Entrepreneurial drive, or the commitment to making things occur.

3. Open communication, rather than the preservation of confidentiality.

4. A common belief that the enterpclimb deserve to mainly develop its very own future, fairly than be buffeted right into a preestablished edge by the winds of ecological adjust.

Teamoccupational on job force tasks is the preeminence rather than the exception in strategically controlled service providers. Instead of fearing these uniquely dangerous explorations beyond the security of the organizational thrust, supervisors learn to live through the ambiguity that teams create in rerotate for the excitement and variety of new obstacles.

The resulting regular reorganization have the right to show up bizarre from outside the company. For example:

Observers trying to make feeling of height administration personnel alters in one highly successful telecommunications agency were left scratching their heads, as initially the chairmale stepped down to come to be president and then he was further demoted to end up being CEO of a significant subsidiary. Who was running the firm, observers asked. Which individual was responsible for their brilliantly executed strategy? No one. The totality team at the top was so strong that no single manager deserved single credit. The alters in title visible to the public were more an indication of the effective execution of phases of the company’s strategy than they were signals of the increase or fevery one of a single individual’s career.

Entrepreneurial drive among managers and technological personnel at all levels is a valued develop of behavior in strategically controlled providers. One organization’s peak management was eager to acquire in on the ground floor of a man-made fuel devices service. Six levels dvery own from optimal administration, an applications engineer in the specialty steels department was faced through an alert of a considerable price overrun on an expensive piece of test tools.

Instead of cancelling the order to source the tools from a less costly supplier and thereby incur a six-month delay, the engineer saw the boss, and also inevitably to the boss’s boss, to uncover out whether the delay to execution of the company’s strategy was worth the price savings. As an outcome, the engineer did overrun the task budacquire, yet the test tools was obtainable as soon as required.

Confidentiality around the company’s strategy is one of the hardest things for height monitoring to provide up. And yet it is impossible for a firm to be strategically regulated without the involvement of wide niches of fairly junior human being in many facets of the company’s strategic plans. It is not essential for peak supervisors to divulge everything, yet as a minimum, junior managers need to understand the strategic functions their actions serve.

In retrospect, one chairmale confided that he had actually overestimated the value of confidentiality. “We had actually a good concept for a strategy for our specialty business. But we couldn’t implement it without letting everyone in the company know around it. We took the chance; currently I suspect everyone in the market knows what we’re doing. But they can’t gain their act together to overtake us. We’re relocating too quick.”

A mutual commitment to producing their own future is the underlying ethic of strategically managed suppliers. Instead of marginal improvements—a few more shares of sector or a couple of portion points of price reduction—managers collection for themselves ambitious purposes that if accomplished will certainly lead to a sustainable competitive benefit for their firm. For example:

A Japanese tv manufacturer, faced via climbing material and labor costs, ordered its engineers to reduce the variety of component parts in its shade TV sets by 30%. Innovative design ideologies have given that enabled the manufacturer to increase volume considerably while halving the variety of employees in its assembly plant.

A machine tool manufacturer has actually undertaken to readjust the method a whole industry buys its machinery. Into a sales atmosphere where close individual relations on the plant floor and via the procedure designers was formerly the essential to success, it is systematically injecting a top-management-oriented, technically and financially suggested sales strategy.

At the same time, it is radically upgrading its study and development capabilities, including computer-aided engineering, software application breakthrough, and units engineering support. “Very little bit of our product advantage has actually patent security,” concedes the CEO. “But if we can persuade the industry to buy on performance fairly than on expense and also distribution, the premium we have the right to charge for design value will money enough study to store us three to 4 years ahead.” Using this method the manufacturer has actually already constructed one of the five largest machine tool suppliers in the civilization.

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As the financial system becomes even more facility and the integration of single organization devices right into multinationwide, varied establishments proceeds, ways should be uncovered to reclaim the entrepreneurial vigor of a less complicated, more individually oriented company structure. Strategic monitoring, linking the rigor of formal planning to vigorous operational execution, might prove to be the answer.