“The pace of business in today’s globalised world is becoming increasingly fast and turbulent, and consequently companies’ responsiveness is often very limited and ineffective,” commented Xavier Gimbert, Associate Professor at ESADE Business & Law School, during a lecture entitled “Strategic Management in Turbulent Environments”, organised by the ESADE Alumni Peru Chapter at the University of the Pacific. “In the whirlwind of the market, people make poorly planned decisions that lead to failure. What’s needed is a more strategic form of management with clear leadership, an emerging strategy and a well-structured business model,” he added. 

Prof. Gimbert, who specialises in strategic management, strategic analysis, and reflection and strategic decision-making processes, observed: “Strategic management in turbulent times requires leadership, structure and targeted strategies.” He added: “In a world where so many rapid and unpredictable changes are taking place, companies must respond in a structured, orderly and clear manner.” 

“Strategic management needs to start by rethinking both the inside and the outside of the organisation, which must redefine its mission in the market by following a business model that identifies its key capabilities, which, in turn, should make it possible to carry out well-defined and competitive activities in order to meet the segmented demand of the markets.” 

Market analysis and segmented strategy

According to Prof. Gimbert, each segment identified in the market requires a different strategy: “If a company decides to operate in several segments at the same time, each one must have a different and well-defined strategy. However many segments there are, that’s how many strategies you need.” 

Prof. Gimbert continued: “In order to determine what strategy you are going to follow, it is good to analyse the market.” If the market demands quality, technology, design and brand, the strategy should focus on strengthening these basic business activities in order to satisfy the demand. “The market indicates what strategy you should use,” he concluded.

The lecture by Prof. Gimbert formed part of a series of activities organised by ESADE Alumni in Peru this year. The aim of these activities was to share knowledge on new global business trends and political changes in the national and international landscape. The ESADE Alumni Peru Chapter brings together executives and professionals trained at ESADE, one of the top business schools in Europe and the world, according to the annual rankings published by the Financial Times, The Economist and América Economía.