Aligning strategy and sales
11th April 2015 | Frank Cespedes
Harvard Business School’s Dr Frank Cespedes tells Nick de Cent why strategy is even more relevant in an era of constant change.
NdeC: Does strategy still work in an era of constant change? What is the role of a business strategy in these conditions?
FC: Some now say that strategy is less important – and may, in fact, be an impediment – in an era of constant change, because (in their view) setting a strategy assumes a stable market, not change and “disruption”. I disagree with this view because it’s wrong: empirically, historically, logically, and organisationally.