Strategy

190

APPLICATION OF ANALYTICS IN BUSINESS STRATEGY

Researcher, Singapore Management University 80 Stamford Road Singapore 178902

Business Intelligence Journal

January

Koo Ping Shung

Instructor, Singapore Management University 80 Stamford Road Singapore 178902

Murphy Choy Junyu

Abstract

In the most well-known ancient treatise of war, Sun Tzu Art of War, the following quote was made by Sun Tzu, He who knows his enemy and himself well will not be defeated easily. He who knows himself but not his enemy will have an even chance of victory. He who does not know himself and his enemy is bound to suffer defeat in all battles. (Sun Tzu Art of War, Chapter 3) In most of the papers written on analytics, they are mostly focus on certain operations or functions of the business. The current literature lacks the discussion of analytics on the strategic planning and execution. As such in this paper we are going to discuss more about using analytics where possible to improve upon the strategy planning and execution. This paper will at times use quotes from Sun Tzu Art of War as support for analytics application in strategic planning and execution. Key Words: Strategic Planning, Strategic Execution, Sun Tzu Art of War, Management.

Sun Tzu Art of War

Sun Tzu Art of War is a well-known Chinese ancient treatise of war. Its popularity can be seen by the fact that it is translated into many languages even though it is an ancient text that is written more than three thousand years ago. The book has also gained much traction in business strategic planning due to the close nature between war and business, providing inspirations for business managers on how to succeed in the competitive business situations. In Sun Tzu Art of War, there is a well-known quote that goes. He who knows his enemy and himself well will not be defeated easily. He who knows himself but not his enemy will have an even chance of victory. He who does not know himself and his enemy is bound to...