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2020 Keynote 2


Making the Promise of Strategy a Reality with
the Enterprise Architecture Approach

Strategy began creeping into the corporate vocabulary after World War II and the discipline has since continuously evolved--from SWOT and Five Forces analysis introduced in the 1980s, to practices like blue ocean strategy, the growing role of chief strategy officers, and the increasing prominence of strategy management systems common today. Yet, despite all that has been learned through the decades in the discipline and the paramount role it plays in organizations’ ability to create and sustain a competitive advantage, the promise of strategy still falls short today. Indeed, most organizations continue to struggle with their strategic endeavors and remain dissatisfied with the benefits they reap from their strategic initiatives. Today’s highly competitive, disruptive and technology-driven environment, fueled by trends such as globalization, the digital shift, Industry 4.0, artificial intelligence, and agility, complicate the already difficult challenge of formulating, implementing, executing and updating strategy. To break the deadlock, a new approach is needed. In this keynote address Pierre Hadaya suggests that strategy is necessary but not sufficient as making its promise a reality requires the integration of the enterprise architecture approach into strategic activities. He will introduce enterprise architecture, a holistic and systemic approach that identifies the concrete changes that have to be made to the functioning of the organization and elaborates a roadmap for carrying out these changes to enable the successful execution of a new or updated strategy. Dr. Hadaya will describe the key components of the enterprise architecture approach and present analytical frameworks, methods and tools for integrating it into strategic activities
to achieve superior results. 

Thursday 14th May 2020
1.45pm - 2.30pm 



Pierre Hadaya, Ph.D., ASC is a full professor at the School of Management of the Université du Québec à Montréal where he is the co-director of the Center of Expertise in Digital Transformation of Organizations (CETNO). His research and teaching activities focus on strategic management, organizational transformation and its governance, the business architecture approach, and the strategic alignment of IT systems within organizations (including IT Enterprise Architecture). As co‑founder of ASATE Group, he also collaborates with organizations that want to transform themselves in order to develop a competitive advantage. Mr. Hadaya is a member of the Board of Directors of the Association for Strategic Planning as well the editor in chief of Strategy Magazine. He holds a Ph.D. in Technology Management and a Bachelor’s degree in Electrical Engineering from the École Polytechnique de Montréal. He is also a certified corporate director, having completed the university certification program in corporate governance of the Collège des Administrateurs de Sociétés.

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