NOVEMBER 2018 / NO. 1

TAGS: ROYAL DUTCH SHELL, DODO, SUPERSTAR COMPANIES

In the office of the Head of Scenario Planning at Shell is the painting of the ‘Dodo’ with the text: “A Warning for All of us”

Since 1976 the painting of the Dodo is hanging in the office of the Head of Shell’s Global Business Environment, currently led by Jeremy Bentham. After the Scenario Plans ‘Oceans’ and ‘Mountains’, in Spring 2018 the latest scenario plan ‘Sky’ was launched. ‘Sky’ assumes that the world in 2070 still needs 50-60 million oil barrels/day and describes what must be done to meet the objectives of the Paris Climate Agreement. Everybody who makes analyses knows that we have to re-organize the complete world economy within the next 50 years. Jeremy Bentham: “It’s my accountability that Shell doesn’t become a Dodo”.

Superstar Companies

Similar to people, it is very difficult to become and stay a ‘Superstar’. McKinsey conducted research amongst 6.000 companies which totally count for 65% of Global EBIT. From these 6.000 companies McKinsey identified 10 percent as ‘superstar’. Superstars are companies which are more profitable than their competitors and continue to outperform those competitors. Their focus is on economic profit and not on revenues neither market share. The superstars come from the US(38%), Asia(30%) and Europe(24%). It is disappointing that Europe lost position from 36% in 2000 to 24% in 2018. Amongst the 600 superstars are still stars like Coca-Cola, Intel, Johnson & Johnson, IKEA and ‘newcomers’, amongst others, are Facebook, Amazon, Netflix, Alibaba and Tencent.

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