Leadership imperative: Regional positioning strategy of Zurich Life LatAm

José Orlando
Zurich Life LatAm, Argentina
Fernando Moiguer, Magdalena Iocco and Lorena Cura
Compañía de Negocios Moiguer, Argentina

Introduction

"Culture eats strategy for breakfast", Peter Drucker.

For decades, #strategy was the trending topic in the world of business, leading to thoughts such as, "Who Moved my Strategy?", "Rich Strategy, poor Strategy", "The Lord of Strategies", and "Fifty Shades of the Strategy". And although the development of strategy and its related variables are key to the senior management of a company, the business world left aside its driving force: culture.

However, we do not believe it was a case of "technical myopia". The background where culture was placed can be explained and has its "raison d'être".