Seminar 4

How has Madonna managed to sustain her success for so long?
Due to her ability to sustain her reigns as the queen of pop. How? By trying hard to be controversial but staying marketable.

Madonna

• survived each setback and emerged strengthened
• creates trends that others follow
• changes her personality in order to always suit the mood of her fan base
• built and retains a committed team
• collaborates with producers, musicians, choreographs, designers, publicists, etc. successfully
• is persistent and did not give up

What can we learn about effective Strategic Leadership from the case study?

1. Be focused, targeted, business minded: requires a clear vision
2. Forecast and collaborate with others
3. Be adaptive& diverse to minimise risk: requires continuous renewal
4. Build up a loyal customer base: requires a deep understanding of customers and the industry
5. Build up sustainable competitive advantages (brand, album base, financial power, experience): leverage competences and address weaknesses

How does this case study compare with Carrefour or Gerry Robinson?

= similarities?

• To Gerry Robinson: "Can do" approach; business minded (as Gerry Robinson said, no matter what business, it can be made to work well)
• To both: competitive environment

≠ differences?

• To both: extremely adaptable, flexible
• To both: clearly communicate goals, promote history and broadcast achievements
• To both: use competitive advantages effectively
• To Carrefour: bringing people to actually do like what you are selling
• To Carrefour: Forecasting to be aligned with the trends of tomorrow

What else you want to remember from today?

1. Sustainable competitive advantage: You have to find something you are good at, customers must value what you do and what you do must be hard to copy
2. If you get the seven S's to get work well, you are (should be) successful