THESE are interesting political times. We just had three by-elections. We have a new prime minister. The opposition aims to form the next government.

The government is planning to remain in power and strengthen its hold. Both need the support of the people to achieve their goals. How will events play out?

Political theory may provide some useful insights for analysis. But I find management theory of particular relevance to helping us understand the political scene.

Managing and leading change is a central concept in management, especially strategic management. Numerous examples show us that organisations are like living organisms. They must constantly change, adapt and evolve in tandem with the changing environment if they are to survive.

Those that do, live and become stronger. Those that don’t, become weak and perish.

Environmental analysis is key to success in strategic management. An organisation or business endowed with superior resources or strengths can fail if its competitive strategy does not fit the environmental opportunities and threats. The misfit will eventually make the organisation, its policies and strategies irrelevant.

I believe the same process applies to politics. Inability to understand the market, in this case, the people, and their changing wants and needs, will deliver a deadly blow to any political party.

In business, segmenting the market to understand the different needs of customers is a crucial concept in strategy. In politics, the same kind of segmentation analysis is called for. People, like customers, are not homogeneous. Different voters want different things.

Political strategy has to address different needs. The strategy of mass marketing has serious flaws, both in business and politics. There is need for focused and target marketing.

The opposition appears to have a clearer target market of voters, built around the young and educated who want change. Barisan Nasional appears lost as to who its customers are.

People want change and improvement. Globalisation has brought greater transparency. People, like business customers, are better informed today.

They can compare and contrast what is happening with what is possible. Business as usual will not do. It is a sure recipe for defeat. Also, change must be real and perceived to be meaningful by the people.

A major reason why many businesses fail is their previous success. They believe what has worked in the past will work now or in the future. They tend to be in love with their past products and strategies.

Any improvement is largely marginal and incremental. This may work if the environment is stable. In a situation where the environment is changing fundamentally and rapidly, this would be a strategy for disaster.

The political environment is changing fundamentally, partly due to the past success of the BN government.

In this environment, political success calls for careful drafting of strategies that are in tune with new aspirations. The old games and promises will not work.

DR I. LOURDESAMY, Petaling Jaya

Source: NST – April 30, 2009