Maneuver Warfare: Can Modern Military Strategy Lead You to Victory?

Author:

 Eric K. Clemons is a professor of operations and information management at the

University of Pennsylvania’s Wharton School of Business in Philadelphia. (A pioneer
in the systematic study of the transformational impacts of information on the
strategy and practice of business, his research and teaching interests include
strategic uses of information systems, information economics, and the changes
enabled by information technology.)

 Jason A. Santamaria is an associate at Morgan Stanley in New York. He served as an

artillery officer in the United States Marine Corps from 1994 to 1998.

What is Maneuver Warfare?

 Maneuver warfare, or manoeuvre warfare, is a military strategy which attempts to
defeat the enemy by incapacitating their decision-making through shock and
disruption.
 Maneuver warfare suggest that strategic movement can bring the defeat of an
opposing force more efficiently than simply contacting and destroying enemy forces
until they can no longer fight.
 Maneuver means moving and acting consistently more rapidly than the opponent.
 Maneuver Warfare is not a prescription for “fighting dirty”. Rather, it is a
prescription for “fighting smart”.

How does Maneuver Warfare Strategy helps Business to Victory?

 We believe the concept of maneuver warfare is directly relevant to business

strategy, precisely because it has been developed to address conditions that in many
ways mirror those faced by modern executives.
 Furthermore, the approach-with its focus not on overpowering a rival but on
outflanking him, targeting his weakness and rendering him unable to analyze the
situation-can help a company to achieve a decisive advantage with a minimal
deployment of resources.
  This is of particular interest in today’s business environment, when many companies
are hesitant to over commit their resources.

Elements of Maneuver Warfare:

1. Targeting Critical Vulnerabilities: (To analyze competitors with the aim of identifying
and rapidly exploiting those weakness that will do the greatest damage to their
competitive position.)
For ex: An upstart MCI identified a critical vulnerability of AT&T’S in the long-
distance
market in the early 1980s- the then regulated incumbent’s reliance on copper.
2. Boldness:(The key to success is having the daring to seek breakthrough results rather
than incremental ones. Maneuver Warfare calls for the man in charge to take action
despite data that are inconclusive or downright discouraging. Some time risk taking
is needed to achieve a major victory.
3. Surprise: (striking a foe in in an expected manner can disorient him and ensure that
his response comes too late to be effective.)
4. Focus: (concentrate resources at critical points and times to capitalize on key market
opportunities.)
5. Decentralized Decision Making: (Give authority to those who are closest to the point
of decision and who possess superior local information .)

Employing Maneuver Warfare concept requires…

Flexibility of mind to deal with disorderly situations.
A certain independence of mind.
A willingness to act with initiative and boldness
The temperament to cope with uncertainty.
An exploitative mindset that takes full advantage of every opportunity and
The moral courage to accept responsibility for this type of behavior.