Loizos Heracleous is Professor of Strategy and Organisation at the Warwick Business School, and Associate Fellow of Green Templeton College and Saïd Business School.

In his new book, Janus Strategy, he argues that organizations can accomplish strategies that seek to reach competing goals.

Traditional strategy wisdom suggests that there are two generic strategies — differentiation and cost leadership. It is assumed to be impossible to combine both for a prolonged period of time, and those who try succeed only temporarily (in new markets that aren’t competitive yet) or fail at both. However, some organizations prove that it is possible to be a sustained cost leader whilst being differentiated or to explore while exploiting. Janus Strategy uses case studies to explore the six factors that make this possible.

In a conversation with Martin Reeves, Chairman of the BCG Henderson Institute, Heracleous explains the mindset and moves leaders need to make their organization a Janus organization.

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About the BCG Henderson Institute

The BCG Henderson Institute is the Boston Consulting Group’s think tank, dedicated to exploring and developing valuable new insights from business, technology, economics, and science by embracing the powerful technology of ideas. The Institute engages leaders in provocative discussion and experimentation to expand the boundaries of business theory and practice and to translate innovative ideas from within and beyond business. For more ideas and inspiration, sign up to receive BHI INSIGHTS, our monthly newsletter, and follow us on LinkedIn and Twitter.

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Janus Strategy with Loizos Heracleous

Thinkers & Ideas