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Mastering the Management System

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Ian Whadcock
1808 Kaplan.indd 62

12/5/07 5:31:55 PM

Successful strategy execution has two basic rules: understand the management cycle that links strategy and operations, and know what tools to apply at each stage of the cycle.

the Management
System
by Robert S. Kaplan and David P. Norton

NOT LONG AFTER ITS SUCCESSFUL IPO, the Conner Corporation (not its real name) began to lose its way. The company’s senior executives continued their practice of holding monthly one-day management meetings, but their focus drifted.
The meetings’ agenda called for a discussion of operational issues in the morning and strategic issues in the afternoon. But with the company under pressure to meet quarterly targets, operational items had started to crowd strategy out of the agenda. Inevitably, the review of actual monthly and forecast quarterly financial performance revealed revenues to be lower, and expenses to be higher, than targeted. The worried managers spent hours discussing how to close the gap through pricing initiatives, capacity downsizing, SG&A staff cuts, and sales

hbr.org

1808 Kaplan.indd 63

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January 2008

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Harvard Business Review 6 3

12/5/07 5:32:05 PM

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Mastering the Management System

campaigns. One executive noted, “We have no time for strategy. If we miss our quarterly numbers, we might cease to exist. For us, the long term is the short term.”
Like Conner, all too many companies – including some well-established public corporations – have learned how
Gresham’s Law applies to their management meetings:
Discussions about bad operations inevitably drive out discussions about good strategy implementation. When companies fall into this trap, they soon find themselves limping along, making or closely missing their numbers each quarter but never examining how to modify their strategy to generate better growth

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