Case study: how a Weyerhaeuser unit executed a winning strategy using Desert Storm's fast-cycle, strategic action approach

Authors: Russell, Leland; Reynolds, Joyce Jaffe; Chadalavada, Sudhir

Source: Strategy and Leadership, Volume 32, Number 4, 2004 , pp. 45-54(10)

Publisher: Emerald Group Publishing Limited

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Abstract:

This case of a Weyerhaeuser business unit's use of the military's methodologies provides an example for businesses that are faced with a daunting challenge to develop and execute strategies in a complex, rapidly changing business environment, when timely implementation is an important key to success. The goal of the industrial segment of Weyerhaeuser Building Materials (WBM) division was to accelerate innovation and growth in a stagnant market after two previous, unsuccessful attempts. The complexity of the task was large: 70 geographically dispersed locations and decision makers, new matrix organization, and a multi-market environment in 12 regions. The industrial segment of WBM developed a revenue-growth initiative and accelerated its execution by applying the fast-cycle methodology of Desert Storm strategists in the 1991 military air campaign. The new strategy completely repositioned the business.

Keywords: Business Environment; Competitive Strategy; Military Actions

Document Type: Research article

DOI: http://dx.doi.org/10.1108/10878570410547689

Publication date: 2004-04-01

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