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Chaotics: The Business of Managing and Marketing in the Age of Turbulence |  |
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Chaotics: The Business of Managing and Marketing in the Age of Turbulence | |
• detect sources of turbulence
• prepare scenarios
• predict resulting vulnerabilities and opportunities
• develop responses to ensure long-term resilience and success
• avoid risk while advancing the interests of the company
• build flexibility into the balance sheet
• price strategically
• adjust products to meet new customer values
• and more
Complete with metrics and measurements, Chaotics outlines a powerful new system for managing waves of uncertainty affecting customers, employees, and other stakeholders. In this climate of increased turbulence, no organization can survive with less.
From the Inside FlapIn Chaotics, noted business strategists Philip Kotler and John Caslione present the intriguing, if unsettling, argument that these troubled times are not an aberration, but the new face of normal. In fact, the economic downturn is part of a continually oscillating Age of Turbulence, where both risk and opportunity are quickly felt around the world, now inexorably linked by globalism and technology. It’s a world that chews up the unprepared, but rewards the prepared—those robust companies that have the ability to quickly anticipate and effectively respond to potential threats.
Packed with illuminating examples of resilient companies that are successfully navigating turbulence, as well as many painful examples of bankrupt or soon-to-be defunct companies unprepared for the chaos that felled them, Chaotics provides deep insights and practical strategies for not only surviving the current economic downturn, but also thriving amid the many slumps and spurts of prosperity that lie ahead.
At the heart of this book is an innovative Chaotics Management System for minimizing vulnerability and exploiting opportunities—and putting yourself way ahead of your competitors, most of whom are clinging to the same old panic tactics of across-the-board staff cuts, deep price discounts, and slashed investments in marketing, branding, and new product development. The system outlined here helps you completely rethink how you manage and market during recession and other turbulent conditions, including how to:
● Develop early warning systems for identifying the first signs of upheaval, including disruptive innovations and shocks
● Construct detailed worst-case, best-case, and most-expected-case scenarios using the strategies for effectively dealing with each
● Cut costs or enhance efficiency strategically in specific departments: finance, information technology, manufacturing, purchasing, and human resources
● Secure your market share from core customer segments—without decimating customer research and marketing budgets
● Compress strategic planning into shorter, three-month time cycles to keep a closer read on the pulse of the company
● Prevent the potentially catastrophic consequences of abandoning core principles
Timely, practical, and compelling, Chaotics is an indispensable guide for business leaders striving to survive today’s economic storms and to prosper through the inevitable turbulence of tomorrow.
Philip Kotler is one of the world’s foremost experts on the strategic practice of marketing, and was voted the first Leader in Marketing Thought by the American Marketing Association. He is the S.C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University, and the author of the seminal Marketing Management and several other influential books. He lives in Glencoe, Illinois.
John A. Caslione is one of the world’s most accomplished business strategists, serving as advisor to numerous large and middle-market companies, and having executed global business development strategies in 88 countries on six continents. He is the founder, president, and CEO of GCS Business Capital LLC, a global mergers and acquisitions advisory firm. He lives in Lake Forest, Illinois.
Philip Kotler (Evanston, IL) is one of the world’s foremost experts on the strategic practice of marketing, voted the first Leader in Marketing Thought by the American Marketing Association. He is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University, and the author of many influential books, including Marketing Management.
John A. Caslione (Lake Forest, IL) is a highly sought after expert who has executed global business development strategies in 87 countries on six continents. He is the founder, President, and CEO of the global mergers and acquisitions advisor GCS Business Capital LLC.
“Globalization and technology have heightened the interconnection, interdependence and fragility of today’s marketplace…Chaotics provides a system for steering businesses through both the best and worst of times.”
--Research magazine
“Kotler and Caslione have produced a timely and thoughtful analysis of the turbulent economic environment in which we now live, with a series of practical responses to the challenges faced.” -- The Irish Times
“…wrestling with how the increasing speed of change is affecting your business…then there is plenty of rock-solid…common-sense advice in the book...well worth your time.” --1to1 magazine
“In Chaotics, authors Philip Kotler and John Caslione pool their expertise to provide business leaders with a system for navigating the turbulent times…” -- Consulting magazine
“…outlines a powerful new system for managing waves of uncertainty affecting customers, employees, and other stakeholders….The best of the year so far!” -- CEO Refresher.com
"The authors hit a home run with this book. Reader value is off the charts.” -- Springfield Business Journal
Praise for Chaotics:
“It’s a simple and profoundly important fact that the practice of management needs retooling as much as our economy and financial system in general. Chaotics is a superb start on the retooling process—especially its emphasis on imbedding resilience in organizations. Leave it to Phil Kotler to give us lift-off power when we need it most.”
— Tom Peters, coauthor, In Search of Excellence
“An unprecedented book—for unprecedented times. Should be required reading for all managers in today’s chaotic world.” — Marshall Goldsmith author of What Got You Here Won’t Get You There and Succession: Are You Ready?
“Kotler’s and Caslione’s timing is simply perfect. Chaotics offers tremendous insight into our new normality of turbulence and uncertainty—which most businesses are ill-equipped to handle. Chaotics is an excellent strategy manual for business leaders and their organizations for handling and overcoming all crises, now and into ‘The Age of Turbulence.’” — Ferdinando “Nani” Falco Beccalli, President and CEO, GE International
“In times of unprecedented turbulence and volatility, new ways of thinking about and approaching the enormous issues facing business leaders are essential. Chaotics provides a compelling analysis of the issues and the roadmap needed to navigate through an increasingly risky and unpredictable business environment.”
— John Hahn, Managing Director, Providence Equity
“When skies are darkest, the brightest stars shine clearest. In the corporate world, they are the ones with strategic focus, not those who resort to knee-jerk, across-the-board cost cutting. In marketing’s gloomy sky, Philip Kotler is our brightest star. Together with strategist John Caslione, he has created this outstanding, timely, practical book to steer businesses through these turbulent times. Buy it. Read it. Do it.”
— Emeritus Professor Malcolm McDonald,
Cranfield University School of Management, United Kingdom,
author of Creating a Company for Customers
“There will be winners and losers emerging from this Age of Turbulence. Chaotics provides a timely framework for dealing with turmoil and prevailing in the zero-sum contest for survival.” — George Day, Geoffrey T. Boisi Professor of Marketing,
Wharton School, University of Pennsylvania
CONTENTS
PrefaceVII
Introduction1
1 THE WORLD HAS ENTERED A NEW ECONOMIC STAGE:
FROM NORMALITY TO TURBULENCE5
What Is Market Turbulence?12
Factors that Can Cause Chaos18
Conclusion41
2 MANAGEMENT’S WRONG RESPONSES TO TURBULENCE
NOW BECOME DANGEROUS45
Resource Allocation Decisions that
Undermine Core Strategy and Culture51
Across-the-Board Spending Cuts versus
Focused and Measured Actions53
Quick Fixes to Preserve Cash Flow,
Putting Key Stakeholders at Risk56
Reducing Marketing, Brand, and
New Product Development Expenses57
Declining Sales and Price Discounting60
Decoupling from Customers by
Reducing Sales-Related Expenses62
Cutting Back on Training and Development
Expenses in Economic Crises63
Undervaluing Suppliers and Distributors64
Conclusion69
3 THE CHAOTICS MODEL: MANAGING VULNERABILITY AND OPPORTUNITY71
Constructing an Early-Warning System (EWS)81
Construction of Key Scenarios89
Scenario and Strategy Selection98
Conclusion102
4 DESIGNING MANAGEMENT SYSTEMS FOR RESILIENCE103
The Chaotics Management System108
Finance and Information Technology112
Manufacturing/Operations122
Purchasing/Procurement129
Human Resources134
Conclusion138
5 DESIGNING MARKETING SYSTEMS FOR RESILIENCE141
Common Marketing Reactions to Crises145
Strategic Marketing Responses to Crises150
Operational Issues Facing the Marketing Department157
Operational Issues Facing the Sales Department162
Conclusion166
6 THRIVING IN THE AGE OF TURBULENCE:
ACHIEVING BUSINESS ENTERPRISE SUSTAINABILITY169
Business Enterprise Sustainability172
Conclusion190
Notes193
Index205
INTRODUCTION
Meeting the New Challenges
WHAT IS THIS book about? Those who manage businesses have a certain view of the world and a certain set of practices for dealing with expected changes in the marketplace. Their view, in the simplest terms, is that times are either normal as a precursor to runaway growth and sustained prosperity, or weak as a precursor to dwindling demand and possibly recession. Businesses use a different playbook for dealing with each of these market conditions.
In normal times, they compete with a mixture of offensive and defensive plays, but are not likely to win big. In runaway growth periods, they see new opportunities everywhere. They invest and spend freely to capture what they can. In recession times, businesses cut their costs and investment to ensure their survival.
This view of two underlying market conditions, and two playbooks to guide the firm, is, however, outmoded. There are market conditions beyond these two basic ones. And conditions can suddenly shift from one to another and yet another. One day there is a 9/11 terrorist attack; another day, a Katrina flood. One day there is a panic aboutmortgages and defections that lead to a collapse of the world’s financial system. Big shocks happen more frequently today as a result of an increasingly interconnected global economy supporting giant flows of trade and information.
The shocks come in all shapes and sizes. Inmany parts of theworld, acrossmany industries, important things are happening that are only dimly perceived if at all, and certainly their implications are notmeasured.
It could be two people in a gara
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