Business Horizons (2010) 53, 437—444 www.elsevier.com/locate/bushor EXECUTIVE DIGEST Strategic leadership for the 21st century Michael A. Hitt a,*, Katalin Takacs Haynes a, Roy Serpa b a b Mays Business School, Texas A&M University, 4113 TAMU, College Station, TX 77843-4113, U.S.A. Texas Manufacturing Assistance Center (retired) & Texas A&M University (retired) 1. Assessing the crystal ball We are on the precipice of an epoch–—a distinctive, exciting, and challenging time for organizations. My focus is on twenty-first century organizations and the characteristics required for survival and long-term success. To begin, consider that you are a member of the board of directors of a major corporation in the year 2010–—thirteen years in the future. What do you believe will be the characteristics of business organizations in this year? What strategies will they employ? How will they be structured? How will they manage their human capital? (Hitt, 1998, p. 218) In the above quote from a presidential address to the Academy of Management, it was projected that the 21st century would bring significant changes, due primarily to the rapid development of new technologies and increasing globalization. In fact, the changes were expected to produce significant turbulence and uncertainty in the context in which firms had to operate and compete. This type of context, in turn, dictates a particular style of leadership at the top of organizations, and the design and implementation of new strategies to help organizations cope with rapid changes and uncertainty in their industries and general environment. The purpose of this Executive Digest is to (1) * Corresponding author. E-mail address: mhitt@mays.tamu.edu (M.A. Hitt). examine the predictions made for the 21st century, (2) identify what has occurred in the first 10 years of this new century, and (3) recommend approaches to the strategic leadership of organizations needed for survival and success as the 21st century progresses. 2. The competitive landscape projected for the 21st century In the late 1990s, several projections were made regarding the type of environment that executives and organizations could expect in the 21st century. For example, Hitt, Keats, and DeMarie (1998) described characteristics of the new competitive landscape, suggesting it would be driven by the continuing technological revolution and the increasing globalization of business and economic activity. In particular, the new, Internet-based technologies being developed at the time were increasingly accepted and used in the 1990s. The Internet, described as the ‘‘new information highway,’’ provided information in a manipulable form available to many across the world in almost instantaneous fashion. Largely driven by the Internet were the increasing rates of technological change and diffusion; the growing emphasis on knowledge intensity (e.g., emphasizing knowledge for competitive advantage); and the emergence of positive feedback industries, where returns accumulate at an increasing rate, building on the new knowledge created (Bettis & Hitt, 1995). Moreover, the rate and effects of 0007-6813/$ — see front matter # 2010 Kelley School of Business, Indiana University. All rights reserved. doi:10.1016/j.bushor.2010.05.004 438 technological changes were heightened by technological convergence. Globalization enhanced the development of cross-border relationships and the number of multinational–—or transnational–—firms, many based in emerging markets, as well as developed markets. Globalization occurred not only in markets for goods and services (outputs), but also in the supply chain, as firms increasingly sourced activities in their value chains to companies in other countries. Therefore, globalization resulted in a complex network of relationships across country borders, with enhanced interdependencies among organizations in many parts of the world–—and, consequently, between countries and their economies. These changes alone were expected to amplify the challenges experienced by top executives of large and small organizations, while simultaneously enhancing their opportunities for growth and development. 3. Characteristics of the new competitive landscape The new competitive landscape projected for the 21st century included increasing strategic discontinuities and disequilibrium conditions; a blurring of industry boundaries; hypercompetitive markets; an extreme emphasis on price, quality, and customer satisfaction; a growing emphasis on innovation and continuous learning; and, finally, changing employee expectations and careers (Hitt et al., 1998). Strategic discontinuities are largely triggered by new and highly valuable technologies that drastically reduce the value of current technologies and cause major changes in markets, or even create new markets while eliminating old ones. Discontinuities can also be created by major economic changes, such as those that occurred in Japan during the late 1980s through the 1990s. New technologies and major shifts in economic activity, along with hypercompetitive markets and blurring of industry boundaries, created significant challenges for managers. These challenges required managers to balance the need for stability to conduct planning and make decisions with the need for flexibility to adapt to a dynamic environment. Partly because of changes in markets and technologies, many firms were beginning to compete across existing industry boundaries. For example, television, telecommunications, and utility companies were competing across these three industry boundaries. In this same environment, software companies were providing financial services, and auto manufacturers were developing large insurance operations while at the same time offering EXECUTIVE DIGEST financing. Major industrial firm General Electric focused more on services in the 1990s, and accordingly received a majority of its revenues during the period from services–—as opposed to traditional manufacturing–—businesses. The changes explained above, along with increasing globalization, contributed to the development of hypercompetitive markets. Firms had begun to compete in multiple markets: both goods and services markets, as well as multiple geographic markets across country boundaries. These actions led to more current and potential competitors in any given market, and many of those competitors were more resourceful, thereby increasing the challenges for domestic competitors. Porter first introduced his generic strategies of cost leadership and differentiation in the early 1980s (Porter, 1980, 1985). He argued that firms should not attempt to implement both strategies simultaneously. The conflicting requirements to be a cost leader and achieve a competitive advantage derived from the differentiation of products, could likely cause companies to become ‘‘lost in the middle’’ and be unable to successfully realize either a cost leadership or a differentiator strategy. Yet, the growing emphasis on price, quality, and satisfaction of consumer needs, along with the substantial increases in competitive rivalry (hypercompetition) and new technologies as a means of achieving efficiency while simultaneously differentiating products, has led firms to develop an integrated low cost-differentiation strategy (Hitt, Ireland, & Hoskisson, 2011). All of these factors enhanced the importance of innovation. For example, the continued development of new technologies places pressure on all firms to engage in continuous innovation. In addition, increasing emphasis on knowledge as a major source of competitive advantage enhances the importance of continuous learning. Therefore, firms were expected to focus on learning, building knowledge, managing knowledge flows (e.g., diffusion of new knowledge throughout the organization), and increasing investments to create innovation. The emphasis on knowledge changed the type of employees that were highly sought. This presented challenges for managers because they needed workers with specific types of knowledge, in particular people with engineering and technological expertise. Labor markets became highly competitive in light of the ‘‘knowledge worker,’’ driving up compensation and labor costs to attract and keep valuable employees. The problems of the dynamic labor market and enhanced employee mobility were exacerbated by the aging of the workforce in the United States and in many other countries around EXECUTIVE DIGEST 439 the world. Therefore, some projected that the labor supply was likely to be inadequate in quantity and skills (knowledge stocks), adding to the challenges faced by leaders of major companies. rewarding staff skill development and using that talent in the best ways for the organization. 4. Strategic leadership capabilities Effective strategic leaders take the actions necessary to remain at the forefront of new technology, developing it internally or obtaining it externally. They must also exploit the technology to ensure that the firm operates in the most efficient way possible. Hitt et al. (1998) and Ireland and Hitt (1999) described the capabilities needed for effective strategic leadership in the new competitive landscape expected for the 21st century. They argued that effective strategic leaders had to: (1) develop and communicate a vision, (2) build dynamic core competencies, (3) emphasize and effectively use human capital, (4) invest in the development of new technologies, (5) engage in valuable strategies, (6) build and maintain an effective organizational culture, (7) develop and implement balanced controls, and (8) engage in ethical pratices. 4.1. Develop and communicate a vision First, strategic leaders–—hopefully in concert with others in the organization–—must develop a vision and communicate that vision broadly, to help guide the formation and implementation of strategies to achieve that vision. This form of guidance is important to establish the direction of the organization for its growth, types of products, and market focus, and to achieve the desired targets. Without the guidance provided by a vision, organizations can become chaotic and are unlikely to be as successful. 4.2. Build dynamic core competencies A core competence is a major capability to perform important tasks (e.g., a function) quite well, and makes a valuable contribution to a firm’s competitive advantage. A dynamic core competence implies that the firm continues to develop and update the competence to be the leader, or at the forefront, in that capability. It also implies that the firm is prepared to develop a new competence to replace an existing one when necessary to maintain a competitive advantage, and/or to build a new advantage. 4.3. Emphasize and effectively use human capital An emphasis on human capital suggests that strategic leaders attract and retain the absolute best employee talent available, and continue to develop employee skills and capabilities (e.g., through training), 4.4. Invest in the development of new technologies 4.5. Engage in valuable strategies In the late 1990s, engaging in valuable strategies generally implied exploiting new global market opportunities, engaging in appropriate cooperative strategies, and–—as noted earlier–—using an integrated low cost-differentiation strategy. 4.6. Build and maintain an effective organizational culture Developing and maintaining a healthy organizational culture should be a priority of strategic leaders. A healthy culture places emphasis on core values of innovation, learning, and valuing human capital and team actions. 4.7. Develop and implement balanced controls Control systems help organizations manage financial capital and govern practices ensuring that potential courses of action are evaluated through a positive moral filter. The right types of controls can influence and guide actions in appropriate ways. Effective strategic leaders establish controls that facilitate flexible and innovative employee behaviors to help the firm maintain and/or gain a competitive advantage. 4.8. Engage in ethical practices Strategic leaders play a critical role in establishing ethical practices throughout the organization. Effective strategic leaders place a strong emphasis on honesty, trust, and integrity in the decision-making process and in the implementation of those decisions. The core values of honesty, trust, and integrity serve as moral filters through which potential courses of actions can be evaluated. These normative values must be instilled in managers and employees throughout the organization so that they are clearly understood and observable through their decisions and actions. 440 Given the recommendations explained, the question now becomes: What has happened in the first 10 years of the 21st century? What have organizations experienced, and what has the environment wrought? What types of strategic leadership were exhibited, and were they effective? We examine these issues next. 5. The first decade of the 21st century The first decade of the 21st century has been highly turbulent, as predicted. Some of the turbulence has occurred due to increasing globalization and increasing technology. Yet, the turbulence has also been exacerbated by other factors that had a major influence on many business activities. For example, there has been substantial political volatility, exemplified by major terrorist attacks. Perhaps the most severe of those attacks occurred on September 11, 2001. The attacks on the World Trade Center in New York and the Pentagon in Washington produced a significant loss of lives, and changed the political and business landscapes for many decades to come. These acts and this day of infamy produced substantial turmoil in the financial markets and led to two major regional wars in Iraq and Afghanistan, one of which continues today. Of course, terrorist acts and/or attempts have continued throughout the first 10 years of the new century. These acts have changed the way we do business on a global basis, creating problems with global supply chains, delays in travel, and interruptions in communications. We have also experienced two major economic downturns during the first 10 years of the 21st century. The first came early on, and was largely the result of overvaluation of new Internet-based companies. The downturn led to a correction in the valuation of these assets. The significant downward spiral in the stock market valuations and reduction in business activities led to the loss of billions of dollars by investors and to losses of many jobs. Yet, we recovered from this economic downturn to reach new highs in economic growth, which was enjoyed by many countries across the globe. Unfortunately, substantial problems emerged–—especially in the financial services industries–—precipitating a new and very serious economic downturn. In fact, some believe that we were on the verge of potential economic disaster in the United States. The economic crisis spread throughout the world, partly because international business leaders and corporations imitated actions of those in the U.S. These problems were exacerbated by global economic interdependencies, poor strategic leadership, and lack of adequate oversight by formal institutions EXECUTIVE DIGEST established by the U.S. and national governments in other major countries. The problems also suggest a lack of proper oversight by corporate boards of directors. The inability to deal with the environmental turbulence suggests highly ineffective strategic leadership. There are several reasons for such poor strategic leadership, including emphasis on short-term returns, to the exclusion of long-term performance; an inappropriate prominence of stockholders, almost to the exclusion of other stakeholders; hubris and personal greed driving strategic decisions; and unethical, sometimes even illegal, practices. Observers have argued for some time that top executives were too short-term oriented and, yet, partly because of the influence of stockholders and stock values, executives have continued to emphasize short-term returns over longer-term performance. In fact, the short term has become even shorter in recent years. In the 1990s, many suggested that executives focused too much on annual returns, to the exclusions of investments that lead to longer-term growth and prosperity for an organization. Yet, in the first 10 years of the 21st century, many executives began making decisions based on quarterly returns with the intent of maximizing stock price, primarily to satisfy stockholders and investors. Part of the reason for this behavior is related to the way executives were incentivized and their emphasis on personal gain–—to enhance stock price in order to exercise stock options at a premium. Stockholders are clearly important, but should they be more important than customers and other critical stakeholders that influence the success of a firm? According to Hayward and Hambrick (1997), hubris is defined as exaggerated pride of self-confidence. When executives exhibit hubris, they are prone to take excessive risks (Haynes, Campbell, & Hitt, 2010) because they believe that they are better equipped to overcome specific firm and environmental challenges. Hubristic managers believe that their abilities are superior to those of their peers, and that they can consequently make more risky strategic and financial decisions. It has been shown, however, that acquisition decisions (for example) made by managers with hubris have not produced higher performance or better integration of the companies, but rather have led to losses in shareholder value due to excessive premiums (Hayward & Hambrick, 1997). In practice, the extreme risks and their consequences can also be observed in the strategic actions taken and major investments made by top U.S. financial services firms executives during the first decade of the 21st century. Those undue risks led to the demise of some major companies, such as Lehman Brothers, EXECUTIVE DIGEST and to bankruptcies and substantial government loans made to stave off the losses of other financial institutions. Aside from hubris, people in strategic leadership positions at many major financial services firms also exhibited greed. According to Haynes et al. (2010), greed is defined as the excessive pursuit of material wealth. Greed motivated some executives to opportunistically pursue strategies that were based on excessive self-interest, rather than increasing firm performance. Although some degree of self-interest can be expected–—for example, to motivate individual managers in using their talents and capabilities for the service of the firm and in benefiting society (Smith, 1937)–—excessive self-interest in the form of greed guides actions that benefit only the individual manager. Self-interest becomes greed as increases in executive benefits exceed the marginal returns provided to shareholders and to society at large. This assumes that all resources held by a company should add more to shareholder value than required. In the past decade, many managers have exhibited greed by using the opportunities their company and the regulatory environment provided to build their own personal wealth, rather than to generate returns to stakeholders–—including shareholders–—by building dynamic capabilities. A particularly dangerous combination of managerial traits is hubris and greed. Hubris can motivate managers to take excessive risks, but greed complements this activity because as the stock price increases, managers receive a substantial boost in personal compensation. The hefty bonuses awarded to top management in many firms that failed, or were on the verge, due to the strategic actions taken by executives also suggest that they were driven by greed. Strategic actions that had a substantial negative effect on the firm, including serious performance declines and sometimes the company’s demise, are indications of suboptimal decision-making and destruction of shareholder value. In the popular payfor-performance paradigm of executive compensation, then, the logical extension of a decrease in performance is a decrease–—not an increase–—in pay. Going beyond hubris and greed, evidence suggests that in some of these companies, executives acted unethically. For example, it has recently been noted that Lehman Brothers may have managed its accounting reports to hide the firm’s serious financial problems. Of course, other examples exist–— including Bernie Madoff–—where unethical practices were even more severe and reflect illegal activity. Interestingly, problems of hubris, greed, and ethics have been observed in each of the last several decades. For example, approximately 40 major U.S. companies were accused of making improper pay- 441 ments to win overseas contracts in the 1970s. Additionally, it was suggested that the decade of the 1980s was representative of ultimate greed, whereby immediate profits were sought regardless of the effects on society. Ethical problems continued in the 1990s and into the 21st century. In fact, Brief, Dukerich, Brown, and Brett (1996) found that 47% of the executives they interviewed stated a willingness to commit fraud by understating write-offs that would reduce company profits. More recently, we learned that large corporations have allowed the predating of stock options to increase the value of compensation paid to their executives. Clearly, the problems that have been experienced over a number of decades represent a failure of strategic leadership. 6. The way forward The strategic leadership of many companies in the last several decades has failed to achieve the promise of organizations and has, in fact, brought the U.S. and world economies to the precipice of failure. However, we believe that the potential for positive strategic leadership not only exists, but is indeed the way forward. The recommendations for effective strategic leadership presented in the late 1990s, and summarized herein, remain relevant and important. While we will again highlight some of those points, we also offer a few new ones to communicate the opportunities and potential for effective strategic leadership. Undoubtedly, there is still need for top executives to develop, communicate, and work toward a vision for the organization. Its importance cannot be overstated. Doing so helps firms to overcome the short-term orientation practiced in the past. Additionally, a vision provides direction that can guide the strategies designed and implemented, and provides targets for major strategic actions. While many in an organization could help develop a vision and integrate it, the development of an effective vision requires the leadership of those at the top of the organization: the strategic leaders. Also, strategic leaders must have a global mindset. This means that the decisions they make and the problems they encounter and attempt to solve must be faced with an understanding of how the organization fits within a global competitive landscape. This is true even if the firm only competes domestically and/or locally, because all firms are affected by global events and likely face competitors that are based in other countries; that is, global multinationals (Javidan, Steers, & Hitt, 2007). The global economy has changed in major and irrevocable ways. Over the last two decades and 442 especially in the last 10 years, several large emerging economy countries have become major actors on the worldwide stage. Often, these are referred to as the BRIC countries: Brazil, Russia, India, and China. Over the next several decades, these nations are projected to become even larger contributors to the global economy. For example, China is expected one day to surpass the United States and Japan as the largest economy in the world; India’s economy is likely to become one of the largest, too. In fact, predictions suggest that three or perhaps all four of the BRIC countries are likely to be among the top 10 economies in the world by the year 2050 (Hitt & He, 2008). Recently, both China and India have become major sources of supply for many firms based in western countries, whereas Russia and Brazil provide access to critically important natural resources such as oil and iron. In coming years, these countries will be a home base for major multinational corporations that serve many markets throughout the world. Due in part to the new global competitive landscape and the enhanced competition that most companies face, firms must be more innovative and entrepreneurial. This means that firms need to find a way to be alert to and identify opportunities when they exist, or develop opportunities in new markets by creating novel products or services that satisfy a need in the consuming public (Alvarez & Barney, 2007). To do so, strategic leaders must develop and maintain a culture that fosters and encourages innovation, and invest in the development and exploitation of innovation (Pellet, 2008). Currently, such cultures exist in firms like IBM and Apple. For example, IBM obtained just under 5,000 new patents in 2009 alone (LeVine, 2010), surpassing all other firms in the world. For its part, much of Apple’s current success can be attributed to the company’s unwavering commitment to innovation and to commercializing that innovation to satisfy customer needs. Apple’s success was the reason Steven Jobs was selected as the CEO of the decade in the first 10 years of the 21st century (Lashinsky, 2009). We also understand that new economic growth is largely spurred by innovation, and especially entrepreneurial behavior and the creation of new firms. A recent study sponsored by the Kauffman Foundation showed that a primary driver of economic growth is entrepreneurship. For example, young high growth firms–—referred to as gazelles–— comprise less than 1% of all companies, but generate approximately 10% of all new jobs each year. These firms add about 88% of new jobs each year, whereas the average firm in the economy adds only 2% to 3% (Weitekamp & Pruitt, 2010). Therefore, in addition EXECUTIVE DIGEST to the innovation produced by large resource-rich firms such as IBM and Apple, new young entrepreneurial firms such as White Rock Pearl Co. (www.whiterockpearl.com) are important for continued economic health and development. Undoubtedly, good strategic leaders manage their resources effectively. For example, they must build the resource portfolio of a firm; meaning that they have to acquire valuable resources and continue to develop them, as well as delete some less valuable resources over time. They then must integrate or bundle those resources to create valuable capabilities, some of which become core competencies. Finally, they must develop a strategy to leverage and, therefore, exploit those capabilities to gain a competitive advantage (Sirmon, Hitt, & Ireland, 2007). Clearly, managing the financial capital of an organization is a highly important dimension of a top executive’s job. Yet, perhaps the most value can be created through human capital and social capital (Burt, 2010). Consider that the most unique resource any organization has is its human capital. Knowledge is critical for gaining and sustaining a competitive advantage, and an organization’s knowledge largely resides in its human capital (Hitt, Bierman, Shimizu, & Kochhar, 2001; Hitt, Bierman, Uhlenbruck, & Shimizu, 2006). In support of this notion, Ed Breen, CEO of Tyco, contends that companies beat competitors by out-thinking them. He suggests that ideas are the basis of winning competitive battles because companies compete with their brains, as well as their brawn. Anne Mulcahy, former chair of the board of Xerox and former CEO–—who turned around the fortunes of the company–—argues that people are the primary factor in success. She suggests that a primary reason for Xerox’s turnaround in performance was the ability to attract high-quality employees, motivate them, and keep them in the fold (Breen, 2007). Social capital is also highly critical to the success of all organizations. This means that relationships with customers, suppliers, other partners, and stakeholders in general are vital. In fact, a portion of any executive’s human capital is also her social capital. Social capital not only provides access to markets, but also access to important complementary resources. For example, it supplies information about markets, such as customer needs and desires. Too, it may provide access to new technology, new knowledge that can be used in creating new technology, and other types of innovations. It can facilitate access to key suppliers and/or governmental units that regulate or oversee these markets. Therefore, an effective strategic leader must capably manage the human capital and social capital of the organization. Finally, execution is absolutely EXECUTIVE DIGEST critical to the success of an organization and, therefore, to effective strategic leadership. In other words, effective strategic leaders get things done and they get them done correctly. 7. The future The past is but the beginning of a beginning. H.G. Wells (Peter, 1979, p. 123) While many mistakes have been made and strategic leadership has failed in numerous organizations, the future still provides opportunity. In the face of continued environmental volatility, strategic leaders must be strategically flexible. Paul Nutt (2002), who has studied executive decisions over many years, suggests that more than 50% of corporate decisions fail. To avoid such failure and to benefit from the opportunities available, strategic leaders must carefully manage resources and build effective human and social capital to create a nimble organization that is able to shift strategic actions quickly to stay ahead of competitors. Such flexibility is required to be proactive, rather than reactive to others’ competitive actions. In addition, it is absolutely crucial that strategic leaders engage in ethical practices. Arthur Levitt (2004), former chair of the U.S. Securities and Exchange Commission, which has broad powers of oversight in regulating and governing corporate activity, suggested the following: These huge paydays bolster a system in which executives have incentives to manage the numbers for short-term gain and personal payout, and not manage their businesses for long-term growth and shareholder value. Exorbitant compensation feeds the worst instincts and egos of powerful CEOs, fueled by their desire to win at all costs and resulting, too often, in the cutting of ethical corners. (p. 22) In this statement, Levitt touches on several problems noted previously in this article, such as hubris, greed, short-term focus, and ethical problems. He suggests that changing this is well beyond the power of any regulatory organization and requires a change in societal culture. Therefore, we need to develop and reinforce a culture in which strategic leaders understand that they must act in the best interests of their stakeholders, uphold the moral values of the corporation, and act in unselfish and ethical ways. This is a tall order, but if we can do it in our education systems, emphasize it through the media, and reinforce it through the incentive systems we provide top executives encouraging them to act in 443 the right ways, there is hope for effective strategic leadership. Sharon Allen (2008), Chair of the Board of Directors for Deloitte LLP, summarizes it well: ‘‘I like to think of ethical principles as carved in stone. Compliance requirements can change. Ethics endure.’’ Effective strategic leaders have to operate under conditions of uncertainty. As such, they must view a volatile environment as presenting opportunities and employ an entrepreneurial mindset that allows them to identify and exploit those opportunities in contexts with significant ambiguity (McGrath & MacMillan, 2000). To do this in such a turbulent environment over the coming decades will require that strategic leaders exhibit the characteristics described herein. If not, Hamel (2007) argues strategic leaders that manage in ways indicative of the past several years will produce failure, perhaps for the whole organization. In fact, Hamel suggests that others who are exercising more effective strategic leadership and thus are more innovative will take the markets, the best employees, and even the assets of the firms with poor strategic leaders. Thus, effective strategic leaders should manage in the way Andy Grove, former CEO of Intel, recommended. 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