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New Era in Strategy -- Win the Battle Before It Begins

New Era in Strategy -- Win the Battle Before It Begins
Press Release

CHICAGO--June 9, 2004--Position your company relative to the customer, rather than the competition, and you will be able to win the battle before it begins. This is the central message of a new theory on strategy, recently developed in Chicago by an Independent Researcher, Cristian Mitreanu, and his associates. The result of several years of intense research, the theory aims to revive strategy as the core discipline in business management.

Intended to benefit business executives, scholars and analysts alike, this theory denounces the practice of focusing primarily on the competition; a practice that has dominated the field of strategy for the past three decades. And, as Mitreanu believes, the timing could not be better, as existing theories appear to be drifting further and further away from demonstrating the ability to solve problems with which the business community is currently confronted.

"Efforts to portray Dell's uniqueness in the technology landscape have lead to the opinion that Dell is a distribution company and not an IT company. Particularly popular among analysts, this idea is worrisome," says Mitreanu. "It is true that for Dell's business model, distribution capabilities are extremely important, but suggesting that Dell is not an IT company should make us all think twice. To me, it only shows that the business world is lacking the tools and concepts necessary to clearly explain the current realities."

According to the author, in addition to its customer centricity, the new theory offers several other major benefits, including:

* Focus on the alignment between strategy (as a vision) and its execution;
* Capacity to link growth generation to the strategy; and
* High degree of flexibility - the concept applicability ranging from the solution-level strategy to the organization-level strategy and from the business-to-consumer environment to the business-to-business environment.

"Another accomplishment, which may well affect marketing as we know it, is a new method of offerings categorization which expands well beyond the traditional products-and-services offerings categorization," says Mitreanu. "Just think about the popular debate on the strategic importance of IT. The debate is solely rooted in the failure to clearly define IT. Without a comprehensive offerings categorization method, everyone may have their own perspective on IT, a broad term covering offerings ranging from low to high strategic importance."

With plans for further development, including consulting and training services, a free copy of the paper introducing the new theory is temporarily available online at www.redefiningstrategy.com.

Cristian Mitreanu has extensive business development experience in the IT area. He holds a Master's degree in Management, a Bachelor's degree in Management Information Systems, and a Professional Certificate in Management.

For more information please visit www.redefiningstrategy.com or contact us at info@redefiningstrategy.com.

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