Strategy under uncertainty. Turning uncertainty threats into opportunities
Peeters, Carine Hamilton, Brett Weiss, Martin
Peeters, Carine
Hamilton, Brett
Weiss, Martin
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Publication Type
White paper
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Supervisor
Publication Year
2024
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Book
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Publication End page
Publication NUmber of pages
20
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Abstract
In a rapidly changing and increasingly complex world, organisations face significant uncertainty when analysing markets, selecting strategies, and developing an enduring competitive advantage. In fact, while 73% of CEOs in a global survey identified macro uncertainty as a major challenge, only 12% reported having the necessary capabilities to respond effectively. This means that uncertainty is often regarded only as a threat. However, our research and work within the Vlerick Strategy in Action Platform (SIAP) show that uncertainty also brings new opportunities to those willing and able to shape and seize them. The question for leaders is: How can we make our organisation win today while also being prepared for an uncertain future? To answer this question, organisations must understand uncertainty by identifying its sources and impact on the organisation. They should develop insights to inform strategic decision-making and use these to devise no-regret moves to be proactive to seize new opportunities without taking undue risks. And finally recognise that addressing uncertainty is not a one-time undertaking but it requires a continuous cycle of monitoring, learning, and adjustment.”
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Strategy in Action Platform