Building a FTSE 100 company by hitting the sweet spot of strategy: An interview with Rod Aldridge OBE

Abstract

Purpose

The purpose of this paper is to present the views of Rod Aldridge OBE on building the strategy of a FTSE 100 company.

Design/methodology/approach

The paper takes the form of an interview.

Findings

The interview with Rod Aldridge brings to life a number of key strategy concepts. The first is the importance of the external environment and the ability of an organisation to create a fit with the environment. Rod also alludes to the importance of finding the “sweet spot” of strategy – a position in a product market where there is a strong customer demand, little competition, and where the organisation has distinctive capabilities. The interview also gives credence to the argument that distinctive competencies that are the source of success can equally become a potential source of the organisation's demise.

Originality/value

The paper provides valuable insights into strategy concepts from one of the most respected leaders of the business world.

Citation

O'Regan, N. and Ghobadian, A. (2009), "Building a FTSE 100 company by hitting the sweet spot of strategy: An interview with Rod Aldridge OBE", Journal of Strategy and Management, Vol. 2 No. 2, pp. 188-195. https://doi.org/10.1108/17554250910965335