Brief History
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 strategic
intelligence tools that have
been used in the past – one
of these being the BCG
matrix, which has been
described in another module.
Organizations still have to
allocate their resources
among a number of competing
SBUs 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.
