Strategy Moves

Citation

Chan, C.C.A. (2006), "Strategy Moves", Leadership & Organization Development Journal, Vol. 27 No. 6, pp. 527-528. https://doi.org/10.1108/01437730610687809

In Jorge A. Vasconcellos e Sá's latest book, Strategy Moves, applications of military‐based strategies to the business context are presented. Specifically, six offensive or attack strategies and eight defensive strategies are discussed. This book starts off by presenting two compelling case studies (battles between the British and Zulu armies) to demonstrate that the size of an army does not necessarily determine success or failure in a battle.

Some well‐known examples are used to illustrate why businesses succeed and fail in Chapter 2. While one main theme is about creating competitive edge through focusing one's strategy, the author has not adequately addressed why other businesses with a wide array of products and services are equally successful.

In Chapter 3, the author presents a number of ways that firms can engage in attack strategies. A number of interesting examples are used to illustrate the nature of guerrilla warfare, bypass, flanking, frontal attack, undifferentiated circle and differentiated circle. The inclusion of ways for setting up these various offensive strategies ought to be applauded. While there are a few cautions about applying the various offensive strategies, a recommendation for improvement is to provide some examples of how or where the various strategies have failed. Also, instead of merely discussing the Boston Consulting Group matrix, perhaps a discussion of how firms can turn question marks into stars or cash cows would be useful.

In Chapter 4, a number of defensive strategies are presented. These include signaling, entry barriers, global service, pre‐emptive strike, blocking, counter attack, holding the ground and withdrawal. Again, the author has provided the readers ample examples to demonstrate how these various defensive strategies are applied.

With so many potential offensive and defensive strategies to choose from, which ones are more appropriate? In Chapter 5, the author outlines some criteria to make it easy for executives to choose the appropriate strategies to implement. Next, in Chapter 6, the author discusses the many uses of alliances for organizations to create offensive and defensive moves. The advantages and pitfalls of alliances are also presented. In Chapter 7, an interesting case about the Japanese car industry is presented. This case encapsulates the various strategies in the previous chapters. The steps taken by the Japanese car manufacturers should serve as lessons for businesses that aspire to succeed globally.

There are numerous books in the market on the relevance of military strategies for businesses. Thus, when I received a copy of this book, I was curious as to what new information would be presented here. While there is no extensive reference to various theories on psychology, the author has cleverly weaved those ideas into the discussion of strategies throughout the book. There are numerous interesting examples to illustrate how businesses have applied certain strategies and succeed as well as some examples of less successful companies. Without a doubt, executives can learn from these successes and failures. Strategy Moves is very practical and is very likely to appeal to executives, business leaders, aspiring leaders, and academics teaching corporate strategy.