Richard A. D' Aveni, Professor of Strategic Management

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Strategic Business Insights: An interview with Brunswick International CEO Dusty McCoy

Dusty McCoy, CEO of Brunswick International, discusses the three pillars of his strategy philosophy: Play Offense, Balance the Portfolio, and Create Stability. Dusty learned from his experience as a Captain in the U.S. Army that it is best to "take it to the competition": anticipate their moves and get there first. Second, he has developed a portfolio with parts that yield superior cash flows during different parts of the year and different parts of the business cycle, so Brunswick can invest the cash flow during down periods to get ahead of the competition while they are slowing investment. Finally, he talks about the need for long term cash flow stability to reassure investors and employees that Brunswick will be reliable for a long time to come.