Strategic Management
& Leadership 2023
(Afstudeerrichting Recht –
Entrepreneurship and
Management / Minor
Bedrijfswetenschappen)
Hoorcollege Week 1
Ir. F.F. Pigeaud MMC
Faculteit der Rechtsgeleerdheid
Instituut voor Fiscale en Economische Vakken
Afdeling Bedrijfswetenschappen
Leiden University. The university to
Agenda
- Intro en afspraken
1. What is Strategy?
2. What is Strategic Management?
3. Starting point: Purpose, mission,
vision
4. Inhoud en planning van het vak
Leiden University. The university to
Introductie: we gaan een
reis maken
Intro Frans Pigeaud
Source: The Big Shift, Deloitte University Press (2014)
Leiden University. The university to
Top strategische issues
voor CEOs
2022 top
threats
Externe facoren die
dominant zijn:
- Environmental
-Social
-Governance (ESG)
related matters
Source: PwC Global CEO Survey (2020-2022)
Leiden University. The university to
Fast forward to 2023
2022 Top
Threats
2023 Top
Threats
5 Year
Forecast
Source: PwC Global CEO Survey (2022-2023)
Leiden University. The university to
Bovendien: Succes vandaag is geen garantie
voor morgen
The landscape has changed dramatically over the last
Source: https://americanbusinesshistory.org/most-valuable-companies-the-last-25-years/
25 years
The American Business History Center (2022)
Leiden University. The university to
Leiden University. The university to
Strategie Universiteit
Leiden
Wat wil de Universiteit Leiden bereikt
hebben in 2027? Dit zijn onze ambities
voor de komende jaren:
- Ruimte voor vernieuwing
- Toonaangevend interdisciplinair
onderzoek en onderwijs.
- Toekomstgerichte ontwikkeling van
studenten
- Een gezonde, betrokken en lerende
gemeenschap
- Meer waarde via strategische
Dit is geen strategie….., maar wat dan wel?
samenwerking
- Ruim baan voor talent
ontplooiing
Leidenen
University.
The university to
Leiden University. The university to
Chapter 1: What is Strategy?
Zie ook artikel:
Porter, M. E. (1996). What is strategy?
Harvard Business Review, 74(6): 61-78.
Porter (1996) competitive strategy is about being different
Leiden University. The university to
WHAT IS STRATEGY?
1. What is Strategy?
- Long antecedent – Sun Tzu The Art
of War (500 BC). In Greek strategia
[generalship]
- Strategy (in military thought) is
about decisions that:
- are important
- involve a significant commitment
of resources
- are not easily reversible
- Tactics …?
Leiden University. The university to
1. What is Strategy?
- Strategy: overall plan for deploying
resources to establish a favorable
position (concerned with winning the
war)
- Tactics: a scheme for a specific
action (maneuvers necessary to win
battles)
Yet, no general theory of strategy …
Leiden University. The university to
1. What is Business
Strategy?
Determination of the long-run goals
and objectives of an enterprise, and
the adoption of course of action and
the allocation of resources necessary
for carrying out these goals (Chandler,
1962).
Leiden University. The university to
1. What is Business
Strategy?
An organizational’s strategy is the
match between its internal capabilities
and external relationships (Kay, 1993)
- Internal: what the organization is
capable of doing
- External: Its relationship with
employees, customers,
shareholders, and suppliers.
The use of analytical techniques
allows the firm to influence its position
Leiden University. The university to
in the market
1. What is Business
Strategy (Porter, 1996)?
… the root of the problem is the failure
to distinguish between operational
effectiveness and strategy…
… bit by bit, almost imperceptibly,
management tools have taken the
place of strategy…
… as managers push to improve on all
fronts, they move farther away from
viable competitive positions…
Leiden University. The university to
1. What is Business
Strategy?
Mijn favoriete definitie:
… the direction and scope of an
organization over the long term which
achieves advantages for the
organisation through its configuration
of resources within a changing
environment and to fulfil stakeholder
expectations (Johnson & Scholes,
2002)...
Leiden
University. The university to
[complex, uncertainty,
integrated,
STRATEGY IS NOT…
CRAP Analysis!
 Creating
 Artificial
 Plans
…throwing random ideas into the arena
that are not properly thought through with
supporting techniques!
Leiden University. The university to
1. Why do Firms need
Strategy?
- Enhances quality of decision-making
- Facilitating coordination (consensus)
- Focusing organizations on the
pursuit of long-term goals (strategic
intent)
"I believe that this nation should commit
itself to achieving the goal, before this
decade is out, of landing a man on the
moon and returning him safely to the earth.
No single space project in this period will be
more impressive to mankind, or more
important for the long-range exploration of
space.“
President Kennedy, Address to Congress on
Leiden University. The university to
2. What is Strategic
Management?
- The process of creating and
executing a strategy is called
strategic management
- Strategic management consists of:
strategy analysis, strategy
formulation, and strategy
implementation
Leiden University. The university to
2. What is Strategic
Management?
- Strategy analysis is a useful starting
point for crafting strategy
- It includes the general and
competitive environment facing the
organization. It also deals with the
organization’s internal environment
- Strategic analysis helps the
organization evaluate how well it is
positioned to exploit external
opportunities
Leiden University. The university to
The Strategy Checklist
Strategy analysis
Waarom zijn wij
op de wereld
en wat maakt
ons uniek?
Strategy formulation
Strategy
implementation
Leiden University. The university to
2. What is Strategic
Management?
- Strategy formulation usually takes
place at the business and
corporation level
- Strategic analysis is important for
strategy formulation. So too is
creative insights which synthesize
experiences that exist within the
organization to form a novel strategy
- An organization is seldom faced with
only one strategy which means it is
Leiden University. The university to
The Strategy Checklist
Strategy analysis
Strategy formulation
Welke
businesses
kiezen we wel
en niet en
Strategy
implementation
Leiden University. The university to
Types of Strategy..
- Corporate strategy is concerned with
which markets an organization wants
to compete in (where [to grow])
- Business strategy deals with how an
organization will compete in its
chosen industry or market (how)
- Functional strategy occurs according
to functional lines such as R&D,
marketing and finance (what)
Leiden University. The university to
2. What is Strategic
Management?
Grant, R. M. (2010). Contemporary Strategy Analysis, 6th ed., Delhi: Wiley.
Leiden University. The university to
Corporate and Business
Strategy
Corporate Strategy
The choices the organisation
takes about the business it
chooses to be in
Business
Strategy
The decisions the
organisation takes
to secure the best
position to deliver
the corporate
strategy
Leiden University. The university to
2. What is Strategic
Management?
- Strategy implementation requires
the organization to be sufficiently
flexible
- Communication with stakeholders
inside and outside the organization
is important
- The organization’s values are crucial
in sign-posting to individuals what
the organization considers
important. An organization’s culture
Leiden University. The university to
The Strategy Checklist
Strategy analysis
Strategy formulation
Strategy
implementation
Hoe
organiseren we
ons en welke
leiders zjn
Leiden University. The university to
STRATEGIC DECISIONS:
CHARACTERISTICS
1. Long-term direction
2. Scope of activities
3. Gaining advantage over competitors
4. Strategic fit & changing with environment
5. Building on resources and competences
(capability)
6. Values and expectations of stakeholders
Leiden University. The university to
3. Starting point: Purpose,
Mission, vision, values..
• Purpose: The underlying paradigm: Why does this
company exist and what does it bring to the world?
(the soul of the corporation
https://hbr.org/video/2226595805001/understanding-yourstrategic-purpose
•
Mission statement: addresses why and where we exist
Our purpose: The why
Our scope: The where
-
Our uniqueness
•
Vision projects
• What we want to be
• Where we want to end up
• Based on the mission
•
Statement of values: states what we believe in and how we will
behave
•
Strategy statement: articulates competitive
game plan
Leiden University.
The (e.g.
university to
3. Purpose (where it all
starts)
A purpose is often associated with the
driving goals of the founder of an
organization:
Amazon: to be earth's most customer
centric company; to build a place
where people can come to find and
discover anything they might want to
buy online.
Google: to organize the world’s
University. The university to
information and makeLeiden
it universally
2 ways to look at te
concept of "Purpose"
1. The underlying beliefs/paradigma in
an organisation that drive the way a
company is seeking to contribute to the
world and, doing this, making a profit
2. A way to add a societal goal
("maatschappeljk verantwoord") to the
strategy and goals of a company that
really is just profit oriented
The first viewpoint is "structural" and, in
our opinion, the correct way to look for
"purpose" in a company. See als Ch. 11 in
the book
Leiden University. The university to
Any great company has one of the
following 4 purposes: Nikos
Mourkogiannis (ex Harvard University)
https://hbr.org/video/2226595805001/understanding-your-strategic-pur
altruism
discovery
Leiden University. The university to
3. Mission..
Steve Jobs (1980): to make a
contribution to the world by making
tools for the mind that advance
humankind.
Again: A mission seeks to answer the
fundamental question of
- why an organization exists (Purpose)
PLUS:
- In which industry it choses to
compete
Leiden University. The university to
- How it makes a difference
3. Vision: Where do we
want to end up?
Amazon: to offer quality products and
services using the best technology available
and at a reasonable price. This results in
highly loyal customers, while maintaining
shareholders interest and company profits
in mind. We seek to expand geographically,
increasing the number of customers and to
keep improving our main competitive
advantage - infrastructure. By working hard
and having fun we seek to offer the best
working environment to our employees,
promoting career opportunities, and to
Leiden
University. The university to
increase our responsibility
towards
3. Values: How to
achieve mission and
vision
in
a face
company?
Apple: we are
on the
of the earth to make
great products. We are constantly focusing on
innovating. We believe in the simple not the
complex. We believe that we need to own and
control the primary technologies behind our
products, and participate only in markets where we
can make a significant contribution. We believe in
saying no to thousands of projects, so that we can
really focus on the few that are truly important and
meaningful to us. We believe in deep collaboration
and cross-pollination of our groups, which allow us
to innovate in a way that others cannot. We don’t
settle for anything less than excellence in
every group in the company, and we have the selfhonesty to admit when we’re wrong and the
Leiden
University. The
courage to change. And I think
regardless
ofuniversity
who is to
Most found causes of decline: why do
companies fail?
(Research by Jan Adriaanse - Leiden University, 2005-2013)
(1) Lack of “strategic entrepreneurship”
(2) Insufficient steering on management information
(3) Cost structures too high and inflexible
(4) Waiting too long due to bad corporate governance…
2001
1958
Leiden University. The university to
3. Strategic management
framework
A strategy must take account of the organization’s stakeholders
if it is to succeed
Competitive
Advantage
komt je misschien bekend voor…. Toch is geen “marketing” vraagstuk……
Henry (2021). Understanding Strategic Management,
4th
ed., Oxford: Oxford University Press.
Leiden University. The university to
Tenslotte: 2 verschillende
scholen / perspectieven op
strategisch management
The Design School: A process of conception
Seeks to match the capabilities of the organization to
the opportunities within its competitive environment .
This rationalist approach is exemplified by Michael
Porter’s generic strategies
The Learning School: An emergent process
Emphasizes deliberate and emergent strategies. A
deliberate strategy is one the organization intends to
pursue. An emergent strategy involves managerial
learning and experience that coalesce into a realized
strategy
Sources: Mintzberg et al. 2009; Henry (2021)
Leiden University. The university to
So far, the introduction…
Nu: hoe ziet het vak
eruit?
Leiden University. The university to
Hoor-/werkcolleges
- 7 hoorcolleges van 2 uur
Tijdens de hoorcolleges worden de vooraf
bestudeerde hoofdstukken uit het tekstboek
nader toegelicht aan de hand van (de
actualiteit van) het bedrijfsleven. Ook zullen
de voor de desbetreffende week behorende
wetenschappelijke artikelen behandeld
worden.
- 7 werkcolleges van 2 uur
Tijdens de werkcolleges zal met behulp
van real life cases
gediscussieerd
worden over de behandelde onderwerpen. Je
werkt in een team van 6 studenten aan de
Leiden advies
University.
The university
opbouw van je strategisch
over
Tesla’sto
Boek
- Anthony Henry – Understanding
Strategic Management, Oxford
University Press, Fourth Edition,
2021
- Ondersteunende website:
https://learninglink.oup.com/access/he
nry3e-student-resources#tag_addition
al-material
https://learninglink.oup.com/access/he
nry4e-student-resources#tag_all-chap
ters
- Cases en artikelen die op
Brightspace worden Leiden
geplaatst
University. The university to
Beoordeling
- Het cijfer voor Strategic
Management wordt bepaald door
een schriftelijk tentamen (70%), een
caseanalyse in groepsverband (20%)
en participatie tijdens de
teamdiscussie in het werkcollege
(10%) .
- Compensatie van deelcijfers is
mogelijk, echter moet er minimaal
een 5.0 voor het tentamen worden
gehaald om het vak af te ronden.
- Het cijfer voor de case is één
Leiden University. The university to
Tentamen
- Tentamen,
3 april 2023, 09:00-12:00,
Pieterskerk
- Hertentamen,
6 juni 2023, 09:00-12:00, USC
- Alle voorgeschreven literatuur, handouts en (internet)artikelen.
- Multiple choice kennisvragen
- Open inzichtvragen (nieuwe case)
- Over de hoofdstukken, de artikelen
Leiden University. The university to
Caseanalyse in de
werkgroep: Tesla’s
toekomst….
- In week 1 tot en met week 7, strategische
-
analyse in teamverband uitgewerkt & op 3
momenten te presenteren aan de docent /
student assistent
Zie het excel schema op Brightspace en op
pagina 64 van deze presentatie
Elk team bestaat uit 6 studenten. De
teamindeling staat op Brightspace.
Deze strategische analyse betreft een vraag over
de centrale case in het vak: Tesla’s toekomst….
De vragen zijn te vinden aan het eind van de
presentatie van het hoorcollege van de week en
op Brightspace bij “assignments”.
Leiden University. The university to
Caseanalyse
- De omvang van de 2 eerste
teampresentaties is max 8 slides. De
presentatie zal worden beoordeeld op de
onderdelen
- ‘diepgang en analytisch niveau’
- ‘het juist toepassen van begrippen en
concepten’
- Per team op te nemen in MS Teams
- Alleen de laatste presentatie (week 7) zal
een grotere omvang mogen hebben (15
slides) omdat dit de synthese is van alle
voorgaande analyses en
een
strategisch
Leiden University. The university to
Participatie tijdens de
werkcolleges
- Individuele voorbereiding
voorafgaand aan het werkcollege.
- Het werkcollege zelf:
-
-
in het eerste deel van het werkcollege:
in teams bespreken om tot een gezamenlijke oplossing
te komen voor de “kleine case van de week”
Afsluitend een groepsdiscussie waarin de verschillende
teams de door hen gevonden oplossing aan elkaar
zullen voorleggen en verdedigen.
Tweede deel van het werkcollege: werken aan de
“grote Tesla case”. Deze bouwt elke week verder op om
tot een complete strategische analyse en aanbeveling
te komen voor het door je team gekozen onderdeel van
Tesla’s toekomst
Leiden University. The university to
Participatie tijdens de
werkcolleges
- De participatie van je groepje in de
werkcolleges zal worden beoordeeld.
- Per week wordt bekeken wie een goede
bijdrage levert
- De individuele bijdrage in de presentatie
van week 7 is de meest belangrijke
- Let wel; je krijgt uitsluitend een cijfer
voor de groepsparticipatie als je ook
daadwerkelijk bij het werkcollege
aanwezig bent geweest.
Leiden University. The university to
Voorbereiding
- Hoorcolleges: hoofdstukken uit
Henry (2021) lezen en de
wetenschappelijke artikelen lezen
- Werkcolleges: cases voorbereiden en
caseanalyses schrijven
- Tentamen: hoofdstukken, cases,
artikelen bestuderen
Leiden University. The university to
Leiden University. The university to
Tijdschema
Strategic Management & Leadership Programma 2022
week
data
onderwerp hoorcollege
1
2
3
4
5
6
7
Boek Henry
artikel
uur 1 Werkcollege
uur 2 Werkcollege-case
what is strategy plus intro to the course
H1 + 11.4/11.5
filmpje Purpose
Yahoo case
Scope keuze, Purpose TESLA
vroeger en nu
external analysis
H2+3
Game Theory
Ryanair (textbook) & Coca Cola
PESTLE, scenario's en 5 forces
analyse TESLA voor jullie scope
internal analysis
H4+5+SWOT
Hunt & Morgan
per groep: presentaties
groepen die niet aan de beurt
scopekeuze, purpose en externe zijn: VCA,VRIO,S/W analyse; als
analyse
voorbeeld Rocket Internet (prezi
uitwerking)
strategy formulation (online, opname)
H6,7,8+TOWS
Strategic Supremacy; platform
strategies
TOWS matrix, generic strategies TOWS matrix, generic strategies
lecture strat. Leadership (intro) (online, tevoren
opgenomen)
H10,11
Kotter
per groep: presentaties TOWS,
strategische keuzes en
leiderschapsissues voor de
toekomst
voor groepen die niet aan de
online spreekuur met R.
beurt zijn: self study: Sergio
Kemp (op afspraak)
Marchione (filmpje Fiat Chrysler);
samen: Musk's change/
leadership stijl
organsational systems & change
H9
Goretex (boek)
Culture and reorganisations at
TESLA since the start
recap/responsiecollege
alles
9-10 feb 2023
upload deelopdracht
( case)
16-17 feb 2023
23-24 feb 2023
2-3 maart 2023
9-10 maart 2023
16-17 maart 2023
per groep: presentatie final strategic advice voor jullie scope
inclusief leaderhip analysis en organisatie-advies (andere groepen
horen toe)
23-24 maart 2022
4-apr
6-jun
none
tentamen
hertentamen
Leiden University. The university to
Blokboek SM&L
Op Brightspace is onder ‘Praktische
informatie - Syllabus’ het blokboek
2023 voor dit vak beschikbaar met
hierin alle informatie over het vak
SM&L.
Hier zullen ook de cases, artikelen en
de sheets van de colleges (alsmede
weblectures) te vinden zijn.
Leiden University. The university to
Voor de werkgroep week
1
- Teamvorming
- Case Tesla: start!
- Uur 1: Grote case: Tesla’s Purpose
- Uur 2: Grote case: Scopekeuze in
je team
Leiden University. The university to
Tesla uur 1:
(antwoorden integreren in presentatie in week 3):
1. What was the purpose of the founders of Tesla
Motors ( Martin Eberhard and Marc Tarpenning )?
2. What is the purpose of Tesla in the period 2008-2022
(Elon Musk as CEO)
- Did the purpose/mission/vision change since Musk
became CEO
- How does it relate to the original purpose of the
founders?
- Compare Tesla’s strategy, purpose and
mission/vision to that of one of its larger
competitors. Give your judgement using material
from the lecture 1
Extra info: kijk naar de video: https://youtu.be/pQiT2U5E9tI
Leiden University. The university to
Tesla uur 2:
Define the scope for your next
analysis in the coming week
Antwoorden integreren in je
teampresentatie in week 3…
Leiden University. The university to
Huiswerk voor start week 2:
Yahoo & Peanut Butter: is this
strategy?
In your groups answer the following Questions
1. Why were the issues facing Yahoo!
described as strategic?
2. Identify examples of issues that fit each of the
3 components of strategic management:
Checklist toe op Yahoo….
Discussie bij start week
2
Strategy analysis
Waarom zijn wij
op de wereld
en wat maakt
ons uniek?
Strategy formulation
Welke
businesses
kiezen we wel
en niet en
Strategy he
Hoe
organiseren we
ons en welke
leiders zjn
Leiden University. The university to