Is traditional business strategy dead?

Henrik Stamm Kristensen

“Traditional Strategy is Dead. Welcome to the #SocialEra”. This is the categorical affirmation that Nilofer Merchant, specialist in business strategy, makes in the article about strategies of large corporations in the 2.0 era, here is the link.  The text was published before the launch of her book 11 Rules for Creating Value in the #Social Age. Merchant reflects on how the term “Social” is often associated exclusively with media (Social Media), when,  actually, it has many other implications referring to new organizational models in business. Thus, she claims they are vital for the survival of many companies in the “Social Era”.

Moreover, the author contrasts the strategy of what she considers to be smart companies  from those others she calls “800 pound gorillas”. First ones have turned social and are characterized by fluidity and speed, redistributing power, and community work. They allowe innovation to arise from everywhere. Second ones cling to older traditional strategy models.

The business model of Merchant, that advocates a radical change in companies philosophy, is based on networking. It corresponds perfectly with the needs of any company that wants to take part in open innovation processes. It offers new ideas for creating value, places innovation at the heart of business strategy in a changing world.

Traditional strategy vs collaboration

She argues that collaboration is a great way to overcome challenges and rejects hierarchical structures to involve customers and employees in business strategy, maximizing talent potential for the organization. Therefore, she compares the companies that chose this model with gazelles against 800-pound gorillas. Maybe you will find some interesting ideas in the book.

Most recent articles


As part of Siemens’ goal to unveil how their technological innovations are reshaping the consumer, retail, and food and beverage industries, we were invited to present our model of multi-localized portable plants, supported by their technology, to produce closer to raw materials and final consumers. Our visionary business model, supported by Siemens’ cutting-edge technology, is helping companies from all around the world to accelerate innovation and access new markets.


Blendhub was invited by Siemens to present its Food-as-a-Service model, which sets a new standard in efficient, sustainable food production, delivering tangible benefits for the industry. Enabled by Siemens technology, this approach actively creates a circular economy, benefiting local producers and communities, the environment and long-term economic sustainability.  


In the last year Blendhub has consolidated its Food-as-a-Service project to facilitate entrepreneurship in the food sector. Through this strategy Blendhub supports SMEs, startups and industry professionals in the design, production and launch of innovative and sustainable food products anywhere in the world thanks to an extensive knowledge of the market and a global network of production hubs in 4 continents and expanding.