John Nicholls who is a senior partner at John Nicholls Associates in the United Kingdom agrees with the perception that the old way of devising strategy carried out by most companies – i.e. that of a formalistic top down approach is dead.
He suggested that, rather than throw all the tools and ideas away, one should update the tools that have been used in the past – one of these being the BCG matrix, which has been described in another module.
Organisations still have to allocate their resources among a number of competing SBU’s or products – they have to concentrate their efforts and decide what is important and what is not. The BCG attempted to do this but the focus was too narrow.