I – Interviewer, M S – Marjorie Scardino

Date: 2015-10-07; view: 375.

I – What trends do you see emerging in the strategy of large companies?

M S – I'm not a great student of everybody else's strategy, but I would suspect they

are trends towards globalism, towards having more international operations,

rather than simply having a national business. They are probably trends towards

mire focus on people, and more focus on the people who work in a company as

the company. And probably more a change in the management style of

companies towards more teamwork and more collegiality and less sort of

authoritarian ways of running the company, and therefore the ideas that come

from that kind of organization.

I – What strategies have influenced or impressed you?

M S – There's one … Strategies that impress me are strategies that are extremely clear,

and define a very unique goal. I think that one of the strategies that impresses

me is Coca-Cola's. And I'm sure its strategy has several levels. But it is

encompassed in what they call their ‘goal' or their ‘mission', which is

something like: Put a cold bottle of Coca-Cola within arm's reach of every

thirsty person in the world. So that means: here's what their main product is –

and they are going to focus on that; they are going to focus on international

markets, not just parochial ( узкий, ограниченный) markets; and the are going

to focus on distribution, wide distribution and promotion. And so that sort of

encompasses everything. That's a good strategy, very clear, I'm sure nobody

who works in Coca-Cola doesn't understand what they are after.