Corporate Policy

Corporate Policy (reflecting the broader work of Richard Normann on Management for Growth) is a sophisticated exploration of how organizations adapt to and shape their environment. Normann, a pioneer in the field of service management and strategic innovation, argues that traditional corporate policy is too often focused on internal control rather than external opportunity. This book provides a systems-thinking framework for leaders to design a Corporate Philosophy that fosters growth through the continuous reconfiguration of resources and customer relationships.

The book introduces the concept of the Prime Mover—the individual or group within the firm that drives strategic breakthroughs by challenging established mental models. Normann details the importance of Cognitive Mapping, where leaders visualize the future business landscape to identify new value constellations. He emphasizes that corporate policy should be a 'living document' that facilitates Strategic Learning across the organization. The focus is on moving away from rigid planning toward a more fluid and adaptive style of management that treats change as a primary source of competitive advantage.

Essential for organizational designers, strategic consultants, and senior executives in complex industries. Readers gain value by learning how to build a 'meta-capability' for innovation within their firm. Practical applications include utilizing Scenario Analysis to stress-test corporate policies and restructuring departments to foster cross-functional collaboration. By internalizing Normann’s insights, leaders can build an organization that is not only efficient today but structurally capable of reinventing its business model to capture the emerging opportunities of tomorrow.