Strategies for MArket SHaping

Stunningly, strategy has never adequately defined one of its central institutions, the market. Old playbooks got away with a hodgepodge of assertions, assumptions and approximations.

But the undeniable complexity of modern markets confronts us with the truth. Markets are elaborate, evolving ecosystems think biology, not machinery. Today, strategy must embrace complexity or die.

Recognizing markets as complex adaptive systems spells strategic implications. Notably, as markets are partly socially constructed, they can be reconstructed. And while they cannot be predicted or controlled, they can be influenced.

Rooted in the richness of market systems, SMASH traces the three main resulting shifts in strategic thinking: (1) from firm focus to context focus, where the relevant context is our definition of the market; (2) from competing and winning to value creation and cooperation; and (3) from analysis, prediction and planning to non-predictive strategizing and experimentation

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The Digitalization Drive: Elevating Strategic Account Management

Kaj Storbacka


About kaj

Kaj Storbacka has made a career out of working on the borderline between academic and applied research within marketing strategy and strategic management. He has 30 years of background as a strategy consultant to European and global companies – in finance, media, travel, retail, utility, manufacturing and telecommunications...



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