Mapping the Future at Stallergenes Greer

Accelerating market understanding and strategic insights through gamification. For several years we have had the pleasure of assisting Stallergenes Greer with their strategic change efforts. Stallergenes Greer is a global biopharmaceutical player within the treatment of allergy. One of the key activities has been to design and facilitate a number of strategic war room sessions. In the sessions the key internal stakeholders used gamification to create a better understanding of market and technology developments.     

It brings valuable insight when you change perspectives and observe a market development or a new technology from the viewpoint of a customer or a competitor

"Nobody can predict the future, however, in the strategy development work we have to attempt exactly that. Not in a deterministic way but through a nuanced understanding of the trends and market dynamics that shape the future landscape. In Stallergenes Greer we have positive experience with internal war room sessions where we play through possible scenarios and pressure test strategic options while focusing on reactions and countermoves from other actors in the market. It brings valuable insight when you change perspectives and observe a market development or a new technology from the viewpoint of a customer or a competitor" says Poul Sørensen, Global Head of Strategy and PMO, Stallergenes Greer

In addition to sharpening the understanding of market and technology trends, an internal war room session can also support internal alignment and knowledge sharing. Depending on the needs, the scope of the sessions can either be wide (what are the strategic options?) or very narrow (how can we best execute this specific strategy?). Gamification allows us to learn from mistakes where losses are counted in monopoly money or game pieces instead of real clients, colleagues or budgets.