Tuesday, March 18, 2014
12 - 12:30 p.m. EDT

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It’s almost a cliché that the world is changing rapidly and, therefore, businesses must prepare for the changing environment. Although it is difficult to argue against this statement, many managers confess that their businesses are ill prepared not only for uncertainties but also certainties.

Many managers are rightfully concerned about the uncertainties. Even with a plethora of decision analytic models based on both small data and big data, the uncertainties cannot be completely removed. There will always be cases that we just have to concede and say “Well, sorry, we didn’t see it coming.” Or, “It was out of the 95% confidence interval.” To err is human.

However, there are a number of external events that are certain. For instance, we often talk about the aging society. There is not much uncertainty there—there is good data; we all know it; it’s obvious. But many businesses have not been responding to it. Even in what we typically refer to as uncertainties, there is a “certainty” element to it.

There are a multitude of reasons why companies and leaders don’t address certainties that they should have seeing coming. For example, perhaps there is indecision—or ambivalence—about whether the event will have a positive implication to their business.

This short webinar presentation will explore reasons for avoidance and then discuss key approaches for how leaders should prepare to respond appropriately to external factors and events that will have a significant impact on their businesses.

About the Presenter

Dr. Kenichi Matsuno has taught courses in Babson’s MBA program, marketing strategy, marketing communications, global marketing strategy, and marketing research. He has also been a faculty member in both open enrollment and custom executive education programs, including the BioPharma: Mastering the Business of Science program. He has served as a consultant in the areas of corporate and marketing strategies in such industries as automobile manufacturing, bio-tech and pharmaceutical, and information technology.

Prior to his academic career, Dr. Matsuno worked at C. Itoh Fashion Systems in Japan, and at Eli Lilly & Co., Indianapolis, Indiana. His research interests include corporate and marketing strategies, business-to-business relationships, and global issues in marketing. His most recent research projects investigate apparent responses and non-responses by businesses to such external forces as aging population, natural disasters, and rising environmental consciousness.