Tuesday, January 24, 2012

IMD Event in Copenhagen: Non Market Strategy

On January 12th IMD Professor Michael Yaziji led a session that introduced a few ideas on non-market strategy, stakeholders, the role and responsibility of the corporation.

Henriette Schütze, Chief Finance Officer at Georg Jensen and our host for the evening, organized a very interesting tour of the smithy at Georg Jensen, share company insights as well as discussed two specific cases that showcased Georg Jensen’s choices and challenges in relation to sustainability. For example,10 years ago Georg Jensen started production in Thailand. The company first considered placing their factory in Bangkok but the instead the chose a location in Chiang Mai. The possibility to create a close cooperation with the local community and government and thereby make a greater positive impact in the society swayed the decision towards Chiang Mai.

Michael Yaziji focused his presentation on five sustainability trends and its implication for companies. Discussion topics included:

• Changes in the competitive landscape
• Hightened influence by regulations
• Trends in dynamics of stakeholders
• Emerging market dynamics and opportunities
• Increased competition for resources

Michael also shared his ideas on what we should expect from leaders of the future - how they will have to understand and operate in a wide range of contexts – across sectors, across the value chain, in the regulatory space and in a long term manner. How they need to not only understand and combine market and non-market strategy but also understand sustainability issues and opportunities.

For Michael’s complete Powerpoint presentation please see links to the right. You can also find summary of Michael’s presentation at the “The future does not just happen” TEDx conference hosted by IMD on January 20th as well as other relevant information.

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