Strategy Trends 2012

Up from the downturn
Hendrik Jan Kaal, Roel van Lanen and Wieke Ambrosius
Utrecht: February 2012
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This publication is in English an can be downloaded for free by clicking on this link.


Uncertainty will be omnipresent in 2012. This is the biggest challenge in setting a strategy. Companies appear to focus on things they have control over in these uncertain times. Companies withdraw from customer focused strategies to product focused strategies, tailoring solutions to customer requirements is of decreasing interest and co-design is thought to be less important than last year. Also companies strive less to build alliances or cooperation with other parties in the value chain. Companies first and foremost try to distinguish themselves by the quality of their products and services. We hope this does not lure them into neglecting their roles in value chains but rather maintain an external orientation.

strategy-trends-2012 up-from-the-downturn

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