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How to Build Outstanding Corporate Strategy

& Improve Leadership, Operational Efficiency & Productivity

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Language:  English
Secrets, insights, and methods for developing genuinely superior business strategy. Suitable for experienced, professional business strategists and planners.
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This book reveals unique intellectual property shared for the first time, alongside potent models and methods known to only a handful of the world's best business strategists. With clear explanations of complex models, contextually balanced for optimal use, and pools of wisdom from Leigh and other experts in marketing, strategy, planning, and business management. These lessons will empower dedicated and professional strategists with insights that will equip them to write best possible business strategy. This book is mandatory reading for anyone wanting to rise to excellence in strategic business planning.

About the Author

Author, speaker, facilitator, strategist, adviser and mentor, Leigh shares over 40 years in commercial marketing, as a CMO, Marketing Director & Board member of multiple organisations along with knowledge honed from 13 years of tertiary study in Marketing at UNSW, a postgraduate Diploma in Strategic Planning (London City University), and years lecturing at UNSW and the UTS Graduate School of Business MBA program.
His strategic plans have secured world-record sales, launch and brand management achievements in FMCG, B2C and government product launches, in categories as diverse as transport, pet food, pharmaceutical, mining & banking.

  • About the author
  • Introduction
  1. To set winning strategy you must have core guidelines
    1. Creating rock-solid foundations for optimum strategy
    2. Strategic planning that works in practice
    3. How do you create “killer” culture?
    4. Building a great corporate culture with resilient employee engagement
    5. Balancing short term and long term.
    6. Corporate governance & the mevpiv
    7. Setting core strategic guidelines - review questions
  2. How to create & implement winning strategy
    1. How to Build Strategy into Outcomes
    2. Important tools in conducting a situation analysis
    3. Turning knowledge and intent into strategy and action
    4. How to build a strategic plan (road map)
    5. How to ensure employee engagement
    6. How to measure the strength of your strategy
    7. Making business strategy “happen”
    8. The practicalities of staying on course
    9. Chapter 2: how to create and implement winning strategy - review questions
  3. Rules and models that help choice of strategy
    1. Why organisations exist
    2. Understanding the core drivers
    3. Setting strategy, corporate governance and the mevpiv
    4. Key concepts for corporate governance
    5. Market segmentation
    6. How to identify your market segments
    7. Market research
    8. Review questions for chapter 3: essential business strategy foundations:
  4. Dominating your industry
    1. Lifecycle analysis
    2. Lifecycle analysis can be confusing
    3. Ignoring life cycle change means detrimental strategy
    4. Review questions for chapter 4: dominating your industry
  5. Matching product to the market
    1. Product decisions
    2. Product portfolio analysis using the strategic product portfolio analysis model
    3. Strategic management of product innovation
    4. Innovations attract innovators
    5. Classification of goods
    6. Review questions for chapter 5: matching the product to the market
  6. How to build people oriented & customer experience centric management strategy
    1. Leadership, decision making, and developing outstanding corporate strategy
    2. Rules for achieving growth using strategic product development
    3. Review questions for chapter 6
  • Appendix: The marketing concept
  • Endnotes

About the Author

Leigh Cowan

After investing 13 years learning the craft of marketing at UNSW, Leigh Made a mark in FMCG marketing, including being featured on current affairs TV, metro newspapers & business publications.

In his 20’s he reached Senior Account Director in major advertising, direct marketing and FMCG sales promotions agencies, moving to marketing management where he succeeded in categories as diverse as FMCG, I.T. & Government.

In his 30’s, Leigh was lured to the UK where he delivered explosive growth & profits gain for a FMCG company, increasing its market share 6-fold in under 18 months. While in UK, he found time to complete a Graduate Diploma in Strategic Planning at London’s City University.

Returning to Australia, Leigh broke new records in FMCG product launch, before being lured to consult with Australia largest management consultancy. Here he become known as “the 9 out of 10 difficulty guy” securing numerous testimonials from the multi-national corporations he helped. He created marketing plans that improved the paths of billion-dollar businesses in big pharma, transport, hardware, banking, professional services, energy, automotive and industrial chemicals.

After a career of private company directorships, Leigh also sat on the boards of listed public companies and advised many others.

Leigh also found time to teach (part-time) both graduates (MBA) and undergraduates (Marketing Planning & Strategy) between 2003 until 2009 at the University of Technology in Sydney.

These days Leigh is a popular keynote speaker in marketing management, strategic leadership and Corporate & Marketing Governance. He also conducts strategy training workshops for senior executives of large companies in, pricing, product development, employee engagement and branding. He consults through research, planning & strategy advisors, Leadership Empowerment Pty Ltd, based in Sydney.