University of Minnesota - UMN Executive Leadership Insights
Strategy Moves
Book

Strategy Moves

Attack and Defence Strategies for Business

Jorge A. Vasconcellos e Sá
FT Prentice Hall, 2005
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6

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Recommendation

What does General Douglas MacArthur know about business? How can a strategy that Napoleon employed many years ago be relevant in the corporate world? Jorge A. Vasconcellos e Sá has written a distinctive business book, though it is not an entirely easy read. His contention - which he supports with many well-informed examples - is that the detailed rules of war also can be applied to business. He maintains that understanding strategy greatly increases a leader’s chances of defeating any rivals. The author concedes that no leader can control all the variables, so good fortune plays a major role in business and marketing. However, a CEO who follows the time-tested rules of battle will be in a better position to catch a lucky break. getAbstract recommends this detailed, if dense, take on the usual business and battles analogies.

Summary

The Rules of Engagement

The only thing certain about war is that leaders who apply the correct strategies at the right time determine the outcome. Over the centuries, the same basic principles have governed wars. The business world is no different. Those who make the fewest errors usually win. Luck plays a large part in war and business, but often it is a byproduct of planning and execution. Position your troops to take advantage of lucky breaks. Sound, fundamental execution of battle-tested techniques will keep the odds in favor of your army - or company.

Strategy starts with knowing yourself and your opponent. To optimize your chances, know your company’s strengths and weaknesses. Diligently research your rivals’ goals and habits. Are they aggressive advertisers or flexible in their pricing? Are they entrenched in one sector or will they risk a new area? To formulate a good strategy, analyze the opposition.

Research and preparation let a general or a CEO make informed decisions and launch sound strategies. Of course, even a well-prepared leader cannot anticipate some variables, from weather to illnesses to current events. Generally, though, you need to know...

About the Author

Jorge A. Vasconcellos e Sá, a professor who won Europe’s highest academic award, the Jean Monnet Chair, has written 13 books and more than 40 academic articles. He has worked for several multinational companies.

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