Juggling Janus – strategy for general managers in an age of paradoxical trends

Citation

Pitt, L.F. (2009), "Juggling Janus – strategy for general managers in an age of paradoxical trends", Strategic Direction, Vol. 25 No. 5. https://doi.org/10.1108/sd.2009.05625ead.001

Juggling Janus – strategy for general managers in an age of paradoxical trends

Article Type: Abstracts From: Strategic Direction, Volume 25, Issue 5

Pitt L.F. , Schlegelmilch B.Journal of General Management, Spring 2008, Vol. 33 No. 3, Start page: 69, No. of pages: 16

Purpose – Identifies eight management trends, and suggests approaches to strategic management of the trends. Design/methodology/approach – Characterizes recent global trends as linear and relatively easy to forecast, and current trends as paradoxical and difficult to forecast, parallels post-modern trends to the double-faced Roman god Janus, and lists eight Janus trends of growth and prosperity versus poverty and despair, free markets versus protectionism, population growth versus population decline, global bliss versus global gloom, power of multinationals versus the fragility of multinationals, global media reach versus media and audience fragmentation, enhanced service versus diminished service, and brands versus anti-brands. Looks at each trend in turn, refers to the growing gap between rich and poor, gives examples of protectionist policies in Europe and the US, and notes population decreases in industrialized nations. Pinpoints the role of technology in removing boundaries in supply and manufacturing, observes that many people believe that globalization places profit before human rights, and contrasts the strength of multinationals to their susceptibility to competition from specialist companies and firms that outsource all activities. Submits that mass media has become concentrated, standardized and homogenized, but maintains that, in contrast, media and audiences are increasingly fragmented and personalized. Profiles criticism of global brands such as McDonalds, and compares replacement of service personnel with a range of automated transactions to high standards of personal service set by leading companies such as Singapore Airlines. Originality/value – Advises firms to be revolutionary, become structurally fluid, explore for innovations, and adopt a wide range of marketing approaches.ISSN: 0306-3070Reference: 38AC324

Keywords: Corporate strategy, Managerial strategy, Strategic management