Wittenborg Academics Publish 'The Dynamic Strategist' to Guide Leaders and Students
Wittenborg Academics Publish 'The Dynamic Strategist' to Guide Leaders and Students
Wittenborg Academics Publish 'The Dynamic Strategist' to Guide Leaders and Students
Colin Mackenzie and Alexander Bauer Publish Book Bridging Theory and Practice
Wittenborg Associate Professors of Applied Sciences Colin Mackenzie and Alexander Bauer have published a new book, The Dynamic Strategist: The Mackenzie-Bauer Framework for Transformational Business Development, through Sunlabs Publishing.
The book is available across Europe and online via Perlego, and Wittenborg students can access it for free by signing up with their student email.
The Dynamic Strategist is aimed at both professional leaders and students, and introduces the Mackenzie-Bauer Framework, a method for creating strategies based on practical insights from everyday business.
Mackenzie and Bauer noticed that many strategy books focus too much on theory, without showing how to put ideas into action. The Dynamic Strategist fills this gap by combining classic models, real-life examples, and clear steps that help students and professionals apply strategy in practice.
The book updates traditional strategy tools like PESTLE, Porter’s Five Forces, and the Ansoff Matrix, showing where they fall short today and how to combine them into one powerful approach. Bauer adds a sixth force to Porter’s model to reflect government influence. It also covers AI, ESG (environmental, sustainability and governance), and real business examples from Europe, including a whisky distillery’s circular economy case study, which demonstrates how theory can be applied in a real company.
Mackenzie explains how the book came together: “The Dynamic Strategist grew from a short paper that Alex and I published in the International Journal of Sales Management. We didn’t have space to fully develop our ideas, so we wanted to create a book that shows students and professionals how strategy works in practice. It includes tips on presenting ideas, critical reflections, and clear action steps you can use straight away.”
Readers will learn how to:
• Update and apply traditional strategy tools to today’s business environment
• Use the Mackenzie-Bauer Framework to move from analysis to action
• Build a dynamic organisation where strategy is ongoing, not a once-a-year plan
Recommended by the Institute of Sales Professionals and other business and academic experts, the book is now part of several entrepreneurial and strategy courses across Europe.
Peter Birdsall, President of Wittenborg, also commented: “A powerful blend of strategic theory and practical business sense. Unlike many texts that remain locked in academic abstraction, this book makes strategy tangible, active, and relevant – something to use, not just something to read.”
WUP 16/01/2025
by Erene Roux
©WUAS Press
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