Exterior, Inc.’s Strategy Success Story

Vikas Mittal () and Shrihari Sridhar ()
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Vikas Mittal: Rice University
Shrihari Sridhar: Texas A&M University

Chapter 9 in Focus, 2021, pp 143-158 from Springer

Abstract: Abstract Mitigating inhibitors and implementing the enablers of strategy planning at a company may seem intuitive and easy, but it requires a deep commitment from the CEO and senior executives. To achieve transformative results through strategy planning, senior executives need to show humility, realizing the toxic hold that inhibitors have on the strategy planning process and deliberately moving away from them. Exterior, a premium-price roof manufacturer, represents a company where the CEO, working diligently with his team of senior executives, transformed the company strategy process, strategy, and financial success through three phases: a strategy dilemma, a shift to customer-focused strategy formulation, and committing to customer-focused strategy implementation. Each phase illustrates the dilemmas of strategy planning (Chap. 1), frustration of the CEO (Chap. 2), the potential inhibitors (Chap. 7), and the strategy enablers (Chap. 8). Exterior’s experience serves as a powerful reminder that implementing an enabled-strategy process requires complete the unwavering commitment and support of the entire senior-executive team.

Date: 2021
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DOI: 10.1007/978-3-030-70720-0_9

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