Is Your Growth Strategy Flying Blind?  

Oleh:

Baghai, Mehrdad ; Smit, Sven ; Viguerie, Patrick

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 87 no. 5 (May 2009), page 86.
Topik: Companies; Revenues; Market Segments; Growth

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.38 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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In early 2007, U.S. senators asked then–Lieutenant General David Petraeus how much sectarian violence might erupt if U.S. forces withdrew from Iraq. He admitted being uncertain: “It’s hard from this distance,” he said, to understand “the real granularity of what’s going on.” The Senate questioners sought the big picture—something CEOs are continually told it’s their job to provide. Yet for that big picture to be meaningful, Petraeus needed “granularity”—which few chief executives have the time to pursue. For most of the past century, CEOs have coped with this tension fairly elegantly by organizing their companies into business units and geographic regions and then holding those entities accountable for performance. Over the past two decades, however, advances in information technology have made it feasible both to target ever-finer-grained market segments and to measure the sources of growth—market momentum, mergers and acquisitions, and market share gains—in an increasingly detailed way. So far, few organizations have figured out how to turn the oceans of data available to them into islands of insight about their best opportunities for growth. Even fewer have attempted to structure and manage themselves with sufficient granularity to match the texture of the markets in which they play.

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