La estrategia para hoy y para el futuro: Agilidad

El personaje:  

Prof. Dr. Luiz Moutinho,  University of Glasgow, Adam Smith Business School
He holds the Foundation Chair of Marketing. Adjunct Professor of Marketing, Graduate School of Business, University of South Pacific, Suva, Fiji.
Founding Editor, Journal of Modelling in Management (JM2)

Philip Kotler said: “Dr. Moutinho, probably the only person on the planet who has investigated more than 150 future trends that may affect the company”.


Based on technological agitation, a strategy by discovery within the business of meaning in a meaningful economy, handling the VUCA world in an age of anxiety, navigating the current and future new normals, using sense and respond models, by finding a purpose with fair finances.

Strategy in the future will be…….based on the anticipation of a myriad of paradigm shifts, never premised on certainty, a key element of permeable corporations, intertwined with futures thinking, using experimentation as the new planning in the age of the multisided business model, an outcome of the stretch in the organization, an output of dilemma management and the measurability of strategic agility..

Strategy in the future will be……….on a beta mode with strategic cadence and the application of systems thinking to change.

Strategy agility will be the Ultimate Strategy!

*VUCA: acrónimo de “volatility, uncertainty, complexity & ambiguity”.

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