Strategic drivers

To effect strategic repositioning

Strategic drivers are leadership choices to change institutional direction, scope, visibility, cultural and behavioral norms, expressed personality or perceived composition.

Driving purposesCommunication goals

Change direction

Redefine industry or core competence

Broaden scope/scale/visibility

Remove limiting category association
Remove limiting geographic association
Enhance size perception
Elevate public profile

Narrow the scope

Express a more specific focus

Change internal culture

Enhance pride & confidence
Refresh & redirect competitive energy
Transfer affiliation from unit to parent

Change expressed personality

Renew/refresh public image

Change perceived composition

Redefine the defining units
Modify parental 'umbrella' presence