Dynamic

Environment
in Strategic
Management
Dr. Ir. Mombang Sihite, MM
 Strategic
Anticipation
Why Cultivating Rising customer expectation, increasing
Strategic global complexity and accelerated
technological innovation are making
Anticipation Is strategic anticipation a necessity for
large cumbersome corporates to
Vital For Future compete in the future

Business Success
 Strategic anticipation is the ability of
Why Cultivating organisations to develop the capacity to
identify, understand and respond to
Strategic future trends and uncertainties,
enabling them to assess potential
Anticipation Is impacts and seize the commercial
Vital For Future initiative.

Business Success
This article provides practical processes to help
organisations remain viable, flourish, and endure in an
uncertain world by implementing a programme of
strategic anticipation.

1. Create a structured and disciplined team approach

to monitoring and identifying potential threats and
risks emerging around the fringes of your business.
An example of this in action is the U.K. Government’s
new Horizon Team, designed to explore what the future
might look like and understand uncertainties more
clearly. The Horizon Scanning Programme Team
coordinates strategic future scenarios across
departments, drawing on insights from experts inside
and outside government to challenge conventional
future thinking. This system makes the Government
prepared to deal with scenarios or threats that may
emerge in the future and is a key component of
leadership and governance.
2. Identify your changing customer needs and
emerging technology requirements.
A great template for implementing this in
practice was the digital transformation put in
place by Mike Bracken during his time as head of
the Government Digital Service.

In his first 18 months in government, Bracken

observed endless policy cycles, revisions and
exhaustive changes across departments and yet
very little resource was focused on user needs.
He shaped the new government digital strategy
around those needs, iterating and testing
quickly, which yielded fast results and positive
user feedback. This proved the worth of the
approach across government and embedded the
digital focus around customer needs for all
future digital product launches.
3. Successful strategic anticipation
should be multidisciplinary.
It requires a very broad spectrum of
knowledge, collaboration, and inputs to
help people within the company to
make sense of what is out there. This
includes participation from not only
senior stake holders, marketing and
technologists but also the quiet creative
mavericks who can see how the future
of your industry might evolve.
4. Anticipation is not just about
drafting a new future but also testing it.
To be better prepared for major
disruptions, U.K. brands are investing in
their own innovation labs. Examples
include Tesco, Innocent Drinks, and
M&S. M&S Digital Labs launched in 2014
and consists of a small nimble team
using lean start-up techniques to
validate new technology ideas by testing
them quickly, learning fast in a
controlled in-house environment
5. Find the start-ups in your sector and seek to collaborate.
A new corporate concept for future-proofing business is
collaborating with smaller startups which can also inspire new
ways of working. A good example is the recent collaboration
between British Gas and Hive. In 2011 British Gas partnered with
a small start-up to launch the Remote Heating Control (RHC)
product, the precursor to Hive. RHC achieved 30,000 sales but
what was astonishing was the discovery of how often customers
used the product. RHC turned out to be a high-contact product
with 50% of customers interacting with it daily to control their
heating. British Gas realised it had accidentally hit on a product
that not only had the potential to help customers save £150 per
year on the average energy bill, but could also improve customer
engagement. This collaboration, while initially being perceived as
risky, proved to be a hit and reinforced British Gas’s credentials
as an innovative, forward-thinking company.
• Getting a clearer view of what is out
there and anticipating the future
reduces the feelings of uncertainty
and creates confidence senior
leadership functions of a business.
• The marketing function is central to
future growth strategy and thus the
CMO has a significant part to play in
implementing strategic anticipation to
ensure that the chosen systems work.
• And not anticipating change can
potentially be fatal.
• In 2000 executives from a little-known
upstart called Netflix visited the head
office of Blockbuster Videos to suggest it
run Blockbuster’s digital streaming
business.
• They were laughed out of the room. By
2010 Blockbuster had filed for bankruptcy
and Netflix laid the foundations of
revolutionary streaming product to
emerge as a $28billion dollar business.
new disruption attacking your business
No New Innovatin Disruption Impact New Opportunity
1 Electric Car Bengkel, BBM, Pom Bensin Electric Charger
Station
2 Smart Car Driver, private car,
insurance
3 Solar Cell Batubara Solar sel technology
4 AI analysers & Controller Banking, Bigdata, Security,
insurance, food estate,
fishing, etc
5 New Normal Office Work Office Space
6 New Normal regular Meeting Traveling
7 Digital Data, Digital News, Digital legal, Paper industry
digital book
8 Accounting data digital system accounting
9 AI health diagnostic Reguler dokter