Forretningsstrategier

Med UNMUTE dit digitale lederskab vil vi hjælpe danske ledere med at blive verdens bedste. Når du unmuter dit digitale lederskab, åbner du nemlig op for en verden af muligheder, som du ikke har i den fysiske verden. Det er vores overbevisning, at langt de fleste ledere i dag ikke til fulde udnytter alle de digitale muligheder, men stiller sig tilfredse med kun at udnytte et begrænset antal af de funktioner, som den digitale arbejdsplads og den digitale forretning indeholder. Måske fordi ’plejer’ går meget godt, eller måske fordi de ikke kender dem. Bogen, du sidder med i hænderne, vil være med til at bringe dit digitale lederskab til næste niveau. Bogen tager afsæt i to megatrends, nemlig digitalisering og behovet for en regenerativ tilgang til medarbejdere, kunder og forretning. Bogen præsenterer en række discipliner, som lederen skal mestre i en verden, der bliver mere og mere digital, og hvor der samtidig skal leveres på samfundsniveau. Det drejer sig blandt om forretningsforståelse, kommunikation, kultur, lobbyisme, kunderelationer og teknologier. I bogen er der bidrag fra en lang række toneangivende erhvervsledere samt en række modeller og tjeklister, som gør det nemt for dig at lære af de allerbedste. Lad os sammen unmute endnu flere muligheder. For ellers går vi glip af den næste digitaliseringsbølge, den næste store kamp om de globale talenter, samt muligheden for at skabe det mest frugtbare arbejdsliv og samfund for os selv og andre.Om forfatterneJulie Kristine Strange er partner og CEO i tech-virksomheden Master Danmark A/S hvor hun rådgiver virksomheder om ledelse, transformation, digital forretningsudvikling og rekruttering. Hun er bestyrelsesmedlem, ekstern lektor på flere universiteter og grundlægger af tænketanken HR Future Lab. Hun har skrevet en lang række artikler om fremtidens arbejdsliv og hvordan man kan arbejde med teknologier og data i forretningen. Julie Kristine Strange er uddannet cand.merc.psyk. fra CBS.Astrid Haug er direktør i Astrid Haug Bureau, hvor hun rådgiver virksomheder om digitalisering og strategisk brug af sociale medier. Hun er medlem af en række bestyrelser og har udgivet flere bøger. Hun skriver tech-klummer for Politiken og er en af Danmarks førende eksperter indenfor sociale medier. Astrid Haug er uddannet cand. mag. i Medievidenskab fra Aarhus Universitet.

Tre måneder! Det er, hvad fabrikschefen Alex Rogo får af tid til at rette op på sin mildest talt skrantende fabrik, der døjer med utilfredse kunder, kolossale forsinkelser, alt for store lagre, dundrende underskud, anstrengt likviditet - og en forstokket topledelse i hovedkvarteret.Så er scenen sat for denne roman om en turbulent forandringsproces i en større produktionsvirksomhed - en proces, hvor der bliver gjort op med indarbejdede traditioner og dogmer inden for managementteorierne.Hjælpen kommer fra en uventet kant og på en uvant måde.Følg Alex Rogos forunderlige rejse gennem den økonomiske krise, den personlige krise og - fordi én ulykke sjældent kommer alene - den ægteskabelige krise.Målet kan læses både som en roman om et menneskes fremadskridende proces, men kan også læses som et stykke managementlitteratur: Én lang case story om forandringer.Målet er oversat til 20 sprog og solgt i mere end 3 mio. eksemplarer.Eliyahu Goldratt er amerikansk managementkonsulent og arbejder globalt. Har udgivet flere bøger om management - også i romanform.

Vi står overfor et nødvendigt skift i ledelsestilgang - denne bog viser vejen til fremtidens ledelse. Et must-read for alle ledere...Vi er trådt ind i en digital og teknologisk transformerende tidsalder, der vil forandre måden vi arbejder, driver virksomheder og samfundet på. Bogen giver indsigt i, hvorfor ledere skal ændre ledelsestilgang, hvad de nye krav er og ikke mindst, hvordan ledere kommer derhen ved hjælp af 7 principper, der frigiver det menneskelige potentiale og opbygger en stabiliserende kerne i virksomheden. Bogen er forankret i forskning samt forfatterens mere end 20 års ledelseserfaring i store, mellemstore og mindre virksomheder. De 7 principper for fremtidens ledelse: 1. Skab et formål med mening 2. Led hele hjernen 3. Reducer frygt 4. Omdefiner succes 5. Forøg energien 6. Led til høj hastighed 7. Byg mod til at tage lederskab Om forfatteren:Tina Moe er en erfaren topleder indenfor farmabranchen, IT og den rådgivende ingeniørbranche. Lederstillinger i Novo Nordisk, NNE og ALECTIA har givet international erfaring med ledelse af medarbejdere i både USA, Japan, UK og Australien. Hun har haft ansvar for op til 750 medarbejdere og omsætning på over en milliard og har adskillige bestyrelsesposter. Tina Moe har i flere år holdt foredrag om fremtidens lederskab og coacher topledere i den nye ledelsestilgang.Omtale: Jyllandsposten august, Børsen Executive Online 15. sept. Artikler med omtale af bogen kommer i Ledernyt ultimo september, Lederweb primo oktober, HR-nyt ultimo oktoberBagside tekst:ARE YOU LEADING WITH CONTROL AND KPIs? — Your foot is on the brake THINK YOU CAN LEAN ON YOUR EXPERIENCE? — Think again DO YOU KNOW YOUR DIRECTION? — Be ready to change itThis book is a wake-up call to change your leadership for the new era. It explains why you need to change, and what will be required. Most importantly, the book is a guide on how to transform your business leadership to be successful in the future.We have entered an era of massive digital and technological transformation. It will significantly change the way we work, run businesses and the way society works. Understanding how to lead the human capacity and the technological potential in this context will be the new competitive edges. You get a clear priority and seven steps for leading an organization and yourself in fast-changing, uncertain times. They will release the capacity, creativity and courage needed to bring the organization successfully forward at high speed. This is a handbook based on research and the author’s 20+ years of extensive business management experience from international companies Novo Nordisk, NNE and ALECTIA, from startups and board of directors’ positions.

Samarbejd med dine strategiske kunder, og skab forretningsmæssig værdi – for kunderne og din egen virksomhed! I vores globaliserede verden må flere og flere virksomheder skabe større indtægter fra eksisterende kunder. Men når kundernes behov samtidigt ændrer sig, må man som virksomhed transformere sig selv og det, man kan tilbyde kunderne, for at skabe større kundeværdi og dermed øge egne indtægtsmuligheder. Forfatterne giver et unikt perspektiv på den forretningsmæssige transformation og værdi, der opstår i samarbejdet mellem organisationer og deres strategiske kunder. Formålet med en virksomhedstransformation er at gøre kunderne mere konkurrencedygtige og succesrige på deres markeder. Det kræver en holdningsændring, at man som virksomhed optræder som en førende samarbejdspartner, der byder ind med værdifulde og måske endda skræddersyede forslag til forretningsændringer. Det skaber værdi for kunden – og for virksomheden selv – når man udvikler såvel egne som kundens medarbejdere og gør begge organisationer i stand til at transformere sig selv. I bogen kommer forfatterne bl.a. ind på, hvordan man: - udpeger de strategiske kunder og vurderer den fremtidige værdi af en eksisterende kunde - bevæger sig væk fra salg af eksisterende produkter og tjenester til at indgå i forretningssamarbejde med kunder og andre i sit værdinetværk - opnår kundeindsigt og skaber et fælles strategisk fokus - må tage en virksomheds entreprenørrolle og -ånd i betragtning, når man styrer en virksomhedstransformation. Forfatterne kombinerer teori med mange cases og best practice-eksempler for at illustrere, hvordan en transformationsproces kan starte. Læs f.eks. om, hvordan Apple, Shell, Philips, GE og en lang række andre virksomheder har arbejdet med transformationssalg. Bogen henvender sig til alle ledere, der vil gøre en forskel for deres forretning. Den er også relevant for konsulenter og studerende, der interesserer sig for forretningsudvikling.

Tilfredse kunder er godt. Men det er ikke godt nok! At gå fra kundetilfredshed til kundeloyalitet kræver en dyb indsigt i loyalitetens mekanismer og et fornyet syn på kundeservice. Gennem vekselvirkning mellem teoretiske overvejelser og konkrete case stories får du et unikt indblik i det kundesyn, der har bragt verdens førende virksomheder til tops. Læs bogen før din konkurrent, og bliv den virksomhed, som kunderne elsker at anbefale.

Traditionel markedsføring er døende. Det bliver sværere og sværere at få kundernes opmærksomhed. I gamle dage sendte virksomheder deres budskaber ud til kunderne ved hjælp af smarte mediebudskaber, reklamer og glatte sælgere. Men kunderne blev trætte af at lytte. Nu er det kunderne, der taler. De taler med hinanden, med deres venner, kolleger og familiemedlemmer. Medmindre du giver dem noget, som er værd at tale om, vil det ikke være dig og dit produkt, de taler om. Virksomheder og deres markedsføringsstrategier er ikke længere uigennemsigtige. De er nøgne. I denne bog vil du opdage, at du er nødt til at ændre din markedsføring, hvis du vil i kontakt med dine kunder. Bogen er dels rejsebeskrivelse, dels essay den perfekte guide til, hvordan du navigerer i en nøgen verden.

Strategisk ledelse – fra teori og praksis vil styrke læserens forståelse af strategi og organisation.I del 1 skabes et overordnet teoretisk fundament. Henrik Søgaard Hansen gennemgår strategi som historisk fænomen, hvor begreber som mission, vision, værdier behandles som organisatoriske forudsætninger for værdiskabende bæredygtighed, strategiske niveauer og omverdenens forskellige kategoriseringer.I del 2 præsenterer Henrik B. Sørensen og Henrik Søgaard Hansen et klassisk blik på strategi, som foldes ud i tre temaer. Det første tema handler om selve værdiskabelsen i organisationer, hvor organisationsforståelse bliver forbundet til spørgsmålet om værdiskabelse. Under dette tema behandles begrebet disruption i sammenhæng med den ambidextrøse virksomhed. Det andet tema uddyber forholdet mellem organisationen og dens omverden, også benævnt kontekst. Det tredje og sidste tema opsamler en række af de teoretiske aspekter og analysemodeller, der kan inspirere til strategiarbejdet.I del 3 formuleres et radikalt andet bud på forholdet mellem strategi og organisation. Via fænomenologien går bogen tæt på mellemlederens hverdag ved at genindsætte mennesket som et centralt aspekt af strategisk handling. Det særlige ontologiske perspektiv giver den enkelte strateg mulighed for og inspiration til at udvikle nye perspektiver på strategi som et hverdagsfænomen. Der er i del 3 lagt vægt på mellemlederen som strateg. Del 3 er skrevet af Maria Hamilton Brown og Jesper Knudsen.I den 4. del afsluttes bogen med fortællingen om de store kriser, der præger vores samtid og forstyrrer værdiskabelsen, leveringen og fastholdelsen. Nye forskningsresultater opsummeres og præsenteres for læseren, som med disse nye værktøjer bliver i stand til at navigere i krisetider. Kapitlet er skrevet af Kim Klyver og Suna Løwe Nielsen, og rækker på ny viden om strategisk ledelse i relation til moderne, kontekstuelle udfordringer.Bogen er rettet imod undervisning på diplomfag og HD samt undervisning på universiteter, hvor strategi indgår. Undervisere kan tilrettelægge strategiundervisningen med udgangspunkt i bogens temaer, som giver gode muligheder for at supplere og uddybe med den forskning og praksisudvikling, som bogen netop er baseret på.

I’m no master of negotiations. Yet, I often find that I get what I want in a deal. This does come not from persuasive speaking but from years of experience in effective deal structuring. Knowing how to properly organize a deal can significantly reduce the need for extensive negotiation.Many focus on negotiations, yet few delve into deal structuring's intricacies. It's always puzzled me and it's what sparked me to write this book.Think of deal structuring as your toolkit. If I were to ask you to build a house but only provided a saw, a hammer, and some boards and nails, you'd likely end up with a rather shabby-looking abode. But, if you were equipped with a full range of tools, knowledge, and materials, you'd construct something far superior.In this book, you will:- Be introduced to the fundamentals of deal structuring- Learn 19 proven deal models for structuring deals- Discover 39 key elements of deal nuances- Access 32 actionable clauses for your term sheets- Explore 9 specific deal structures- Receive 257 pages of invaluable insights- Gain the distilled expertise of 20 yearsMay this Investor's Guide to Better Deals elevate your deal-making skills to new heights.

Learn the essential supply chain management concepts and processes within Dynamics 365 Supply Chain Management to become a skilled functional consultantKey Features:Learn how to set up and manage core supply chain flows such as procure to pay and order to cashCreate robust warehouse and transport management process flows and learn how to optimize themPlan and schedule all your supply chain tasks with planning optimization techniques to maximize resource efficiencyPurchase of the print or Kindle book includes a free PDF eBookBook Description:Meeting delivery commitments has become increasingly challenging due to evolving demands and fluctuating material availability. As a result, establishing robust systems and processes that can adapt to this dynamic environment has become a necessity. With Becoming a Dynamics 365 Supply Chain Management Functional Consultant Associate, you'll understand how to initiate and implement effective supply chain management processes.This book begins with an overview of the processes and modules within Dynamics 365 and then delves into real-life case studies involving procurement, sales, and quality assurance. You'll explore more advanced tools and core processes, such as warehouse and transportation management, which allows you to define storage flows and shipping controls. You'll also learn about the various tools available to define solutions and discover how to work within the Dynamics 365 Supply Chain Management platform. The last set of chapters will take you through the planning techniques and considerations to schedule and control all supply process flows seamlessly.By the end of this book, you'll not only be well-prepared to obtain your certification as a Microsoft Dynamics 365 Supply Chain Management Functional Consultant Associate but also be equipped to solidify your expertise and pursue exciting career opportunities.What You Will Learn:Understand the scope of the Dynamics 365 Supply Chain Management platformFind out how to define an effective strategy to set up and control products and inventoryImplement core supply chain flows such as procure to pay and order to cash successfullyDiscover how to comply with quality assurance controlsDefine and optimize warehouse management flows and transport management shippingPlan and schedule all your replenishments with master planningWho this book is for:This book is for solution consultants working with Dynamics 365 Supply Chain Management or IT professionals looking to gain expertise in supply chain management using Dynamics 365. Business users looking to learn about supply chain concepts will also find lots of useful information in this book. Basic knowledge of supply chain processes is needed to make the most of this book.

"With practical, step-by-step instructions and on-the-ground examples at every scale, Flower Farming for Profit is a comprehensive, beautiful guide to achieving profitability as a cut flower farmer. When Lennie Larkin set out to become a flower farmer, she found all sorts of resources about growing flowers but a scarcity of reliable information on how to build a profitable cut flower business. How do you create efficient systems and adequately value your own time and effort through your pricing? When and how should you consider scaling up your farm? How can you make doing what you love support you financially? In Flower Farming for Profit, Larkin answers these questions-and many, many more. With instructive lessons and savvy business tips from her own and other successful farms around the world, she explores: -The diverse challenges of both wholesale and retail sales channels, from florists and farm stands to farmers markets -Streamlining weddings for the farmer-florist, from communications to floral design -Efficient recordkeeping and bookkeeping -Steps for conducting your own cost-of-production analysis -Marketing and growth strategies -Business planning, goal setting, and making financial projections -Crop planning based on local climatic conditions, market demand, and sales projections The cut flower industry continues to experience wild growth. To successfully do what they love while expanding the market for sustainably produced flowers, new and experienced farmers alike must deliberately step back from the field and into the office. Flower Farming for Profit is a one-of-a-kind guide to creating the type of numbers-driven business that will allow individual farms to prosper and local flower economies to thrive"--

Guide clients through a NetSuite implementation with the latest features in 2023 including gathering requirements, setting up the basics, creating custom automations, and importing data with SuiteQLKey Features:Pick up the best ways to identify a client's needs by asking the right questions in the initial interviews.Explore the new features in NetSuite 2023, including the Supply Chain Control Tower for managing inventory and gathering performance reports.Avoid pitfalls and get the implementation right first time by following the advice of a Consulting Technical Director at Oracle NetSuite.Book Description:ERP and CRM consultants can effectively implement NetSuite for a client organization with the aid of NetSuite for Consultants, revised with the latest features and best practices for NetSuite 2023.After reading this book, you'll have a thorough understanding of how to configure the NetSuite ecosystem for any business. You'll learn how to apply new features such as the Manufacturing Mobile application, NetSuite budgeting features, and tools for handling rebates and trade promotions. This edition also includes expanded coverage of technical topics such as SuiteQL and the SuiteTalk REST API.Understanding what a business requires is a crucial first step toward completing any software product deployment, and this NetSuite guide will teach you how to ask meaningful questions that ascertain which features, basic and new, you will need to configure for your client.Most importantly, you'll not only learn how to perform a NetSuite implementation; preparing clients to use the software confidently is the true test of a great consultant.What You Will Learn:Understand the NetSuite ecosystem, including the platform, its primary modules, and associated featuresLearn how to gather and document requirements, including understanding an organization's industry, transactions, and peopleLearn about the methodologies that go into creating a project plan for a NetSuite implementationFulfill client requirements with expanded coverage on managing employees, customer projects, and budgetingDiscover how to create custom automations and perform data migration with SuiteQL scriptsPerform integrations with expanded coverage on how we use the REST API for business purposesRecognize the procedures for testing and developmentRefine your skills with NetSuite tips and tricks and make each implementation process a successWho this book is for:This book is aimed at new NetSuite consultants who are tasked with guiding an organization through their NetSuite implementation. To make the most out of this book, you are expected to have already completed the basic NetSuite Foundations training course.

Gene Kim and Steven J. Spear, DBA, combine their decades of experience and research to offer a new business dynamic in the digital age.

In this specially-combined edition with a new foreword, Academy Award-winning producer Brian Grazer and acclaimed author Charles Fishman blend their insights from the bestselling books A CURIOUS MIND and FACE TO FACE to transform the art of connecting with and through curiosity.

"Do you feel like you're hiding in the shadows and not living up to your true potential? Do you lack the confidence to show the world who you really are and build the business you really want? Do you want to stop comparing yourself to other people on social media and start feeling empowered in your own personal journey? If you answered yes to any of those questions, then BE SEEN: Find Your Voice, Build Your Brand, Live Your Dream is the guide you need to break free from your fears and step into your spotlight. BE SEEN is a roadmap for building a personal brand that showcases your unique talents and strengths. Through relatable stories and actionable advice, Jen Gottlieb shares her own path to becoming a recognized expert in her field and takes you on a journey of self-discovery to help you find your voice and unleash your full potential. Divided into four parts, each with its own set of tactical strategies, BE SEEN helps you to: Be Courageous: This section focuses on mindset shifts and self-reflection exercises to break through the barriers holding you back and find the courage to take bold action. Be Creative: Here, you'll learn how to tap into your creativity and unlock the unique talents that make you stand out so you can build the future you dream of. Be Connected: Building meaningful relationships and cultivating a tribe of loyal supporters who align with your values and goals is the focus of this section. Jen provides networking tips and tricks to help you connect with others authentically. Be Visible: Finally, you'll learn how to step into your spotlight and showcase your talents to the world. Whether you're an entrepreneur, a creative professional, or just someone who wants to build a life that reflects your true self, BE SEEN will help you unleash your full potential and finally be seen for the incredible, unique person you are"--

Ten timeless truths on leadership, purpose and potential - from the unique culture of the All Blacks, and the mind of a living legend.You might think success at the highest level insulates you from self-doubt.But nothing could be further from the truth.In this book, I take you inside a journey that has forced me to look inwardly in a way I've never had to before. It's been challenging, frustrating, rewarding and left me full of gratitude.Whether you're a leader on a steep learning curve, a person navigating change in their life or just someone of any age trying to get that little bit better every day, I hope that my experience can spur you on to greater heights.For the first time, sporting legend Dan Carter distils his two decades at the frontiers of high-performance into his 'perfect ten' lessons.You won't find conventional wisdom here, but hard-learned truths, including:- Why great leaders are made, not born, and why they must constantly evolve- How to forge a winning team culture- Why embracing your past can be every bit as important as looking towards your future- Why empowering others leads to the best decisions- Why confidence and self-belief are nothing without humility and a beginner's mindsetHonest, surprising and inspiring, The Art of Winning converts a legendary career into timeless lessons for readers in any walk of life. Step inside the unique culture of the All Blacks - and inside the mind of a legend.

"The chasm separating managers from leaders is widening, because the responsibilities of leaders, and the skills required to be effective in the role, are growing in number and complexity. But you are ambitious. You want to cross that chasm. And your organization needs you to cross it in order to build its bench of leaders who will lead with empathy and humanity and ground the organization's strategies in a broader sense of mission and purpose. The Leap to Leader is your trusted playbook for making the biggest jump of your career. Foregrounded by compelling stories of those who've made the leap, this book describes what it takes to become a confident leader. Successful CEOs and other C-suite leaders share their strategies and tactics for building a loyal following, winning promotions without asking for them, developing a legacy by helping others make the leap to leader, and much more. Written by Adam Bryant, creator and former author of the iconic Corner Office column in the New York Times, now managing director at The ExCo Group, The Leap to Leader draws on his work with hundreds of fast-rising executives and shares the leadership-development frameworks, tools, and approaches that have helped these leaders succeed. The leap to leader doesn't have to be a leap of faith. If you're ready to make the jump, start here"--

The most definitive management ideas of the century, all in one place.Harvard Business Review is the foremost destination for smart management thinking. Now, at its 100th anniversary, this commemorative volume brings together the most influential ideas since its inception.With an introduction written by editor in chief Adi Ignatius, HBR at 100 features business publishing's most influential voices on innovative topics, including:Michael E. Porter on competitive strategyClayton M. Christensen on disruptive innovationTim Brown on design thinkingLinda A. Hill on being a first-time managerDaniel Goleman on emotional intelligenceErik Brynjolfsson and Andrew McAfee on artificial intelligenceRobert Livingston on racial equity at workAmy C. Edmondson and Mark Mortensen on psychological safetyRobert B. Cialdini on the science of persuasionW. Chan Kim and Rene Mauborgne on blue ocean strategyGary Hamel and C.K. Prahalad on strategic intentPeter F. Drucker on managing yourselfWhether you're a longtime reader or you're picking up an HBR volume for the first time, this book offers all you need to understand the most critical ideas in management.

'Mandatory reading. Not just for company founders and leaders, but for anyone wanting to succeed in our ever-changing world.' Keith FerrazziWhat separates the world's most successful entrepreneurs and business tycoons from the rest? It's not their superhuman intelligence. It's something more fundamental: they understand how to turn uncertainty to their advantage.We all know that the future is inherently unknowable, and yet we behave and plan as though it is. Once we truly understand the nature of uncertainty, though, we can take practical steps to make the most of the opportunities that come our way. In Mastering Uncertainty award-winning author Matt Watkinson and investor and entrepreneur Csaba Konkoly offer a masterclass on the workings of luck and probability. They show how to calculate when to make big bets and when to pull back. And they offer supremely practical advice on how we can improve our odds, whether through maximising our networks, learning how to read warning signs, or assessing where best to place our energies.The unforeseen always occurs. Mastering Uncertainty shows you how to prepare for it and make the best use of it.

This indispensable guide for the creative manager takes readers on a powerful, comprehensive, and illuminating tour through the fields of strategic management. The result is a brilliant, penetrating primer on business strategy that is, at the same time, immensely readable and fun.

Fås i ny 2. udgave.

Strategisk ledelse er at stille de eksistentielle spørgsmål, tage fremtiden alvorligt og forsøge at foregribe og forme den.Det er fint nok at knokle med at optimere driften og at skabe en god arbejdsplads med motiverede medarbejdere, men det er langt fra tilstrækkeligt. Den offentlige leder skal sætte sig i spidsen for at skabe en offentlig sektor, der ikke blot er produktiv og effektiv. Lederen skal også formå at nytænke og genopfinde sin organisation.Denne nytænkning skal frem for alt ske i et samarbejde med andre, men lederen skal også turde sætte sig selv i spil for det strategiske projekt. Hvis ikke lederen selv tror på strategien, kan det ikke lade sig gøre at overbevise andre om, at den er meningsfuld at holde fast i over en længere periode. Strategisk ledelse er nemlig også det lange, seje træk.Den offentlige leder skal indgå i intelligente strategiske samtaler for at udvikle sin strategi i et samarbejde mellem politik og administration, centralt og decentralt. Han skal oversætte, motivere og skabe mening, men også forlange noget af både sig selv, sine medarbejdere og samarbejdspartnere.Til at løfte denne store opgave bidrager denne bog, som samler professor Kurt Klaudi Klausens forskning i offentlig ledelse gennem mere end 30 år.Bogens kapitel 2 findes i en udvidet form som e-bog under titlen: Konteksten og det strategiske råderum