Today’s organizations must become far more effective in crafting strategy that reflects the relentless external technological, economic, political, and business pressures they face. In this guide, leading technology strategy educator Alfred A. Marcus offers powerful tools for anticipating change and managing the threats and opportunities it poses. Using incisive case studies, Marcus shows how to describe potential events leading from the present to the future, envision alternative positive and negative futures, and assess the moves you can make to achieve the future you want. He offers practical guidance for analyzing current strategy, challenges, customer and supplier bases, current and potential competitors, and possible short- and long-term substitutes for your offerings. Marcus helps you identify the events that can quickly destroy a flourishing business model or change a fast-growing company into one that’s just “treading water.” You’ll learn how to incorporate major technological shifts, global security, economics, and sustainability in your analyses, reducing the risk of unexpected external shocks to the maximum extent possible. Next, Marcus demonstrates how to systematically assess potential responses related to product positioning, M&A, divesting, partnering, globalizing, and innovation. Finally, since businesses often ignore even the most compelling predictions, he addresses the challenge of getting your organization to take your analysis seriously – so you can act in time to shape the future you desire.
