Competing in a Flat World
If you accept, in the words of Thomas Friedman, that "the world is flat," how do you need to reshape your organization, management and thinking for this new terrain? Competing in a Flat World offers strategies and insights for meeting this challenge. While most management education is focused on competition at the firm level, competition today is increasingly "network against network." This changes the way we approach strategy, building competencies, and managing enterprises. We examine the strategies used by successful networked companies in diverse industries. Among these strategies are building competencies in "network orchestration," balancing control with empowerment of customers, suppliers and entrepreneurial managers; and building value more from integration than specialization. These insights will help managers prepare to transform their own enterprises to compete "flat out" in this new competitive terrain.
Jerry (Yoram) Wind
Lauder Professor - Director, SEI Center for Advanced Studies in Management - Academic Director, The Wharton Fellows Program - Editor, Wharton School Publishing
Jerry (Yoram) Wind is The Lauder Professor, Professor of Marketing, and Director of the SEI Center for Advanced Studies in Management at The Wharton School, University of Pennsylvania. He is also the Academic Director of The Wharton Fellows Network and founding editor of Wharton School Publishing. His current projects involve growth strategies and Network-based Strategies and Competencies. Wind was founding director of the Joseph H. Lauder Institute of Management and International Studies. Among his many affiliations is former chancellor, the International Academy of Management (IAM). Wind led the development of a number of key Wharton programs. He has consulted extensively in the marketing strategy and marketing research and modeling areas and sits on a number of advisory boards. Wind is the recipient of numerous professional awards, including the four major marketing awards. Wind has held visiting appointments at universities around the world and sits on the editorial boards of several professional journals. He received his Ph.D. from Stanford University.
Great Insights = Big Ideas
Andrew Langer, Chief Creative Officer of Roberts & Tarlow, and formerly Worldwide Vice Chairman and Global Creative Director at Lowe Advertising, often reminds his creative teams that "The Idea is King". Donny Deutsch, a Wharton alumnus, and chairman of the $2.8 Billion Deutsch Inc. full service agency, even named his television show "The Big Idea".
So where do game-changing "Big Ideas" such as the Mastercard "Priceless" campaign, the Apple I-Pod, Stub-Hub, Red Bull, and daily wear Acuvue® contact lenses come from? Invariably they derive from unique customer Insights, mined by marketers who are passionate about their craft. However, insights that impact an industry or a category don't just present themselves, just as Big Ideas are not waiting around every creative meeting "corner". Finding real Insights that drive significant business growth requires patience, perseverance, and persistence – possibly an important three "P's" we can add to the more traditional "4 P's" of marketing. Importantly, insights can be unique to a specific culture, region, nationality. It is the marketer's role to uncover these "gems" that represent the "crown jewels" of great marketing campaigns.
Roderick M. McNealy's presentation will focus on examining "real Insights" and differentiating them from "generally accepted knowledge" that is often mistaken for "insight". Additionally, he will present marketing communications campaigns from around the globe that have significantly built and sustained major business momentum and examine how the "Big Ideas" at the core of these campaigns stem from deep customer Insights.
Roderick M. McNealy
Director of the Johnson & Johnson Marketing and Advertising College - Lecturer in Marketing
Roderick M. McNealy is the Director of the Johnson & Johnson Marketing and Advertising College. He is responsible for the development and implementation of worldwide Marketing Communications training and consulting projects. The Mission of the Marketing and Advertising College (MAC) is to provide Johnson & Johnson with the benchmark in communications education. MAC programs enable Johnson & Johnson to be recognized as a worldwide leader in creative, impactful, efficient, and effective market communications. MAC addresses all forms of communications, from the traditional to the experimental.
Rod McNealy's thirty-three year business career has centered on the fields of marketing and advertising, market research and strategic planning, and Quality Improvement. Rod has been with Johnson & Johnson since 1978. Prior to joining Johnson & Johnson he worked for Procter & Gamble in Brand Management.
During his marketing career at Johnson & Johnson Rod served as Product Director of Johnson's Baby Oil and Gift Sets, Johnson's Baby Powder, and Johnson's Baby Shampoo and No More Tangles. Additionally, he has served as Manager, Marketing and Consumer Research and Strategic Planning.
Prior to his work at the Marketing and Advertising College, Rod was Director, Customer-Driven Quality at Johnson & Johnson Health Care Systems Inc., where he directed the Signature of Quality Process Excellence and Customer Satisfaction programs. Additionally, Rod was one of the founding members of the Johnson & Johnson Quality Institute. In this position Rod was responsible for training Consumer company managements and for assisting them in developing Customer - Focused implementation strategies.
Rod conducted management training and formulated implementation strategies for companies located in the United States, Canada, Puerto Rico, Mexico, England, Ireland, Scotland, Switzerland, Sweden, Holland, Belgium, and Denmark. In total he has trained more than 4000 Johnson & Johnson managers. Additionally, Rod has provided Quality Improvement implementation assistance to numerous hospital organization, public and private sector organizations, and the United States Naval Air Force Atlantic Fleet. He has spoken at over 150 organizations in the past three years. Additionally, Rod conducts marketing and advertising courses at the Wharton School, the Yale School of Management and Mount Holyoke College.
Rod is the author of two books - one on implementing Quality Improvement processes entitled Making Quality Happen, the second on the strategic impact of Customer Satisfaction, Making Customer Satisfaction Happen. Both are published by Kluwer Publishers, Boston, London, and Dordrecht, Holland.
Rod graduated from Princeton University with a Bachelor's Degree in American History. He received his Masters in Business Administration from the Harvard University Graduate School of Business Administration.
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