5 vragen die elke CEO zou moeten kunnen beantwoorden

Hoe pakt de top 10 van consumer companies de strategie van waardecreatie aan? The Boston Consulting Group zegt het antwoord te hebben. In het rapport Gaining a Value Creation in Volatile Times laten ze aan de hand van de lessons learned van top performers zien hoe bedrijven een succesvolle strategie kunnen opzetten. Het rapport sluit af met vijf vragen – de highlights van de argumenten en aanbevelingen van het rapport - die iedere CEO zou moeten kunnen beantwoorden.

1. Do we understand how we will create value in a world that looks different from the one we had grown accustomed to? What is the level of market growth we can expect? What is the relative contribution of growth, margin improvement, and cash flow tot value creation? How can we adjust for the reality of a two-speed world in which there is weak growth in the developed economies and strong growth in emerging markets?
2. What are the biggest risks to achieving our goals, and how will we reduce their threat? Do we have a plan for dealing with rising inflation? Have we considered how we will counter competition from a new format or emerging-market competitor? Do we know the minimum value creation our plans are likely to deliver? Could we become a takeover candidate?
3. When it comes to capital investment and discretionary spending, are we optimizing our portfolio in line with how the world is evolving? Do we know the underlying profitabliltiy of our products, categories, and competitive positions? Do we know where we are likely to grow and the cost of that growth? Do we know where we should spend money and where we should reduce costs in order to capture higher levels of growth and higher levels of profitability at lower risk.
4. Do we know how we will balance investment in the business with cash contributions to shareholders? Are there good opportunities for M&A? Do we know which of our investment plans will deliver the highest returns for the company and how the benefits of those returns compare with the benefits of giving cash back to shareholders? How much of a ´floor´ should we put under stock through committed cash returns to investors?
5. Do we know how to make our company and our company´s story compelling to today´s investors, who are increasingly conscious of risk? Can our company offer shareholders a reliable source of returns? Can we explain why our company and its strategy are a good bet in uncertain times? Can we communicate a credible story about our brand premium, high gross margins, low leverage and consistent cash contributions? 

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