You decided to take a break and head down to the Florida Keys. There you find yourself
looking for a great place to see a sunset while having a fish sandwich in paradise.
However, there's a practitioner-scholar conference in town and sitting right next to you
are three leaders of business theory who are discussing which theories are most
relevant to technology in today's business world.
Michael Porter (Porter Five Forces Model P5FM) maintains that competitive advantage
is still relevant while Clayton M. Christensen argues that the “Jobs to be Done” Theory
of Innovation and disruptive innovation is much more relevant. Clayton is so engaged
that he slams his fist on the table stating that transformational rather than incremental
change is a better way to approach strategy. Chris Laszlo is beside himself and tells
both Porter and Christensen that embedded sustainability is the next big competitive
advantage and that both of their theories are dated. Porter then explains that the
bargaining power of customers leads to an organization towards sustainability – you
know that this cannot be the case.
The restaurant staff interrupts and asks the three if anyone else is planning to join them
before they have dinner. After a short conversation, it seems like the CEO of Amazon,
Facebook and Tesla are also in town and will be having a fish sandwich too.
This is turning out to be one of those life-changing moments, and you can't help yourself
but to jump into the conversation. In fifteen minutes the three CEOs will join and discuss
their strategy and look for new ideas, and you want to be part of this.
When the CEOs join the conversation, they ask you how can embedded sustainability
helps their organizations more than the sustainability web page they already created.
But, to everyone's surprise, Chris Lazlo is sitting right next to your group and states that
unlike the omnipresent bolt-on approaches, embedded sustainability requires a
fundamental shift. Chris challenges Amazon's CEO as a prime example of bolt-on
sustainability. The Amazon CEO strongly disagrees and then everyone looks to you for
your thoughts on bolt-on versus embedded and what direction Amazon should go and
still maintain a profit.
After hearing this dialog Facebook's CEO stated that neither form of sustainability
directly applied to his digital empire. You argue that it matters just as much in his firm as
Amazon's. At this point, Tesla's CEO explains what it means to have true embedded
sustainability and how profitable it can be.
You are asked to develop an intellectual argument following a dialog format. Each voice
must be represented, but there's a caveat. At the conclusion of the back and forth
argument with ample evidence, Elon asks how do you implement these perspectives. At
that point, you look towards the punctuated socio-technical change model to support
your discussion. You even go as far as to draw a picture of how these theories can be
Sample dialog conversation:
Charlie – VP of Strategy
P5FM has been around for 30 years, and it has been the foundation for how we have
achieved superior returns over the years. We need to be more competitive and create
increased margins by sourcing offer less expensive products while differentiating
ourselves so that we charge more to customers. No one cares about the well-being or
Smart Drew – Business Strategy Consultant
Charlie, the way we used to business has changed, and you need to think differently to
succeed in the digital world. Having ES does not imply organizations do not profit from
being socially responsible. To remain competitive in the digital and socially responsible
age, your company must change.
This is a dialog style essay question and you need to make your dialog compelling and
ensure that it is well-written and supported with facts. You need to argue the position of
each scholar as if you were that person and insert yourself and thoughts into the
discussion with the hope of meeting two of the most influential CEOs in the world. Once
the CEOs arrive you offer advice and what type of strategy they should use but note
that they are not easily impressed and have a tendency to argue.
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