Günter Müller-Stewens

The chief strategy officer (CSO) position has recently been gaining prominence in European firms. However, little is known about this new executive role. In this article, the authors report some of their findings from a major research program that involved two surveys of CSOs and give a portrayal of the CSO's role in continental European firms. The article further highlights how CSOs deal with the current uncertainty and how they professionalise their firm's strategy activities.

The case study explores Akris, a family owned fashion company based in St Gallen, Switzerland. Starting with only one sewing machine in 1922, the firm has developed into one of the most acclaimed international brands in the high-end, pret-a-porter fashion segment over the past few decades. By the end of 2011, Akris fashion was available at more than 500 locations all over the world, including 15 flagship stores and 50 shop-in-shops at the most prestigious department stores. Celebrities such as Michelle Obama, Condoleezza Rice, Princess Charlene of Monaco, Nicole Kidman, and many others wear Akris. The case study highlights how Akris has gained a competitive advantage in the fashion industry by strategically differentiating itself from its rivals. Specifically, the case illustrates how a firm in a highly competitive, fast-paced environment benefits from a long-term strategy building upon distinctive capabilities and resources that have their roots in the firm's history.