Friesland Campina

Strategic Alignment in Food & Feed

Without alignment, strategy is basically pointless

I truly believe in alignment. Without alignment, strategy is basically pointless. But beware: garbage in, garbage out. That is the crucial lesson that I learned from the S-ray experience. You have to be very clear and explicit about your strategy and your priorities. S-ray offers a ruthless diagnosis. It is very sobering to witness that a business strategy, which is making perfect sense to you as the MD, is lacking the buy-in and support from the organization. It therefore is absolutely vital to figure out already during strategy formation: how am I going to explain this strategy sensibly to the organization? For if you are not able to do so, alignment has no chance and even a good strategy makes no sense.

Thom Albers | Thom Albers, former Director Corporate Strategy (2010-2013) and MD Cooperative Affairs (2013-2015), current MD Export of FrieslandCampina
S-ray offers a ruthless diagnosis. It is very sobering to witness that a business strategy, which is making perfect sense to you as the MD, is lacking the buy-in and support from the organization.

About Friesland Campina

With 22.000 people in 32 countries, FrieslandCampina is one of the five biggest milk dairy companies in the world producing milk dairy beverages and desserts, cheese, butter, cream and infant nutrition for consumers and food producers in Europe, Africa and Asia.

Get in touch?

Please fill in this form and we will tell you all about strategic aligment and the S-ray scan.

* required fields