Leading Strategy Execution event in the Middle East - STRATEGY LEADERS, 13th – 17th April 2014, The Address Hotel, DUBAI. Alongside Prof. Dr. Robert Kaplan’s Master class with new content, this year’s event will feature two new Expert International Gurus: Professor Richard Rumelt & Bernard Marr. While BSC framework remains a part of the program, we are going beyond BSC this year focusing on strategy formulation, implementation, execution & other aspects of strategy management. For more Details contact: Sowmya on +971 4 4072730 / sowmya.yellappa@iirme.com

1. R y 898
TE ar 1,
IS nu o $
EG Ja t
R 23 up
E
by AV
S
d
an
#STRATEGYLEADERS
13 – 17 APRIL 2014
The Address Hotel Dubai Marina, Dubai, UAE
Formulating And Executing World-Class Strategies
For Sustained Competitive Growth
Prof. Richard Rumelt
International Leader in Strategy Selection and
Competitive Advantage
Bernard Marr
Global Authority on Organisational
Performance and KPIs
Dr. Robert Kaplan
Professor of Harvard Business School and
Co-Founder of the Balanced Scorecard
3 international gurus in strategy development, execution and organisational performance
20+ regional CEOs, CSOs and Heads of Strategy sharing real-life experiences
of strategic innovation, diversification and success
30+ hours of exemplary Balanced Scorecard and strategy implementation
100s of inspirational executable ideas to take back to your team
Unparalleled insight into developing and executing competitive corporate
and Government strategies in emerging markets
SUPPORTING SPONSOR
STRATEGIC SPONSOR
TECHNOLOGY PARTNER
MEDIA PARTNERS
ORGANISED BY
ASSOCIATE SPONSORS
To Register contact Sowmya, Tel: +971 4 4072730 / Fax: +971 43352718
www.strategyleadersforum.com/vip
Email: sowmya.yellappa@iirme.com

2. Your strategy journey starts here. Strategy Leaders is the Middle East’s premier strategy
development and execution programme, addressing top-of-mind priorities for forward thinking leaders in
businesses and public organisations across the region. Hosting three internationally acclaimed strategy
leaders and best in class regional innovators, you’ll take home the inspiration, advice and collective experience
required to develop and execute successful growth strategies for sustained business excellence.
Engage with inspirational global authorities. Exchange ideas with regional peers. Execute
effective
world-class public and corporate strategies to ensure sustained organisational success.
FIVE DAYS of interactive learning and PEER-TO-PEER sharing including:
LIVE engaging Super Guru Mornings with global strategy leaders
INTERACTIVE lunch meetings with international speaker faculty
REAL CASE STUDIES to benchmark your progress against regional peers
HANDS ON workshops to cement your ideas into applicable strategies for your business
UP CLOSE AND PERSONAL interactive sessions with key event partners
Leaders, managers and executives from across multiple disciplines
will benefit from attending, including:
Chairman, President,
CEO, GM, MD
Project
Management
HR and Talent
Management
Finance
Process and
Quality Control
Change and
Transformation
Business
Excellence
Strategy
Performance
Management
Business
Development
Balanced
Scorecard
Register your leadership team to ensure successful strategy alignment across the organisation.
Generous group discounts are available – contact us today to secure the best price.
Email a.watts@iirme.com or call +971 (0)4 335 2483
Email sowmya.yellappa@iirme.com or call: +97144072730
Your agenda at a glance
13 April
14 April
15 April
16 April
17 April
Workshops
Strategy Selection
Organisational
Performance
Balanced Scorecard
Workshops
Prof. Richard
Rumelt
Bernard Marr
• Business War
Gaming
• Key Performance
Indicators
• Balanced Scorecard
Essentials
• CEO Roundtable
• CSO Forum
• Strategic
Capabilities
• Managing Change
• Organisational
Alignment
• Risk Management
• Family Businesses
• Strategy Review
Dr. Robert
Kaplan
• Six Step Strategy
Execution System
• Project Portfolio
Management
• Business Model
Generation
• Stakeholder
Engagement
Personalise your learning journey.
Choose the sessions most relevant to you and create a programme tailored specifically to your
organisation’s needs. See back page for more details.
Position your brand as a strategy formulation and execution leader.
We have exclusive partnership opportunities for leading organisations that can improve strategic
capabilities across public and corporate entities. For more information speak to
Charlie Bark-Jones on +971 (0)4 407 2608 or email sponsorship@iirme.com
Don’t recognise us? Strategy Leaders is the new name for the Balanced Scorecard Forum.
As regional businesses are gearing for growth, we’re expanding our offering – with more gurus,
more content and more inspiration across the entire strategy journey.
To Register contact Sowmya, Tel: +971 4 4072730 / Fax: +971 43352718
Tel: +971 4 335 2437 Fax: +971 4 335 2438sowmya.yellappa@iirme.com
Email: Email: register@iirme.com Web: www.strategyleadersforum.com/vip

3. Super Guru Morning Session with Prof. Richard Rumelt
Day 01 - 14 April
In this interactive and engaging session, Richard will teach you the ‘kernel’ concept – a simple logical structure that creates
good executable strategy. He’ll also teach you about the perils of bad strategy – what its hallmarks look like, how to
identify it, and how to ensure poor strategy is not implemented in your organisation. Following Richard’s approach will
enable corporations to move away from seeing strategy as an extension of financial planning to a more powerful and
realistic approach, and allow Governments and non-profit organisations to draw focus and coherence to yield dramatic
improvements in effectiveness.
Richard will also guide you through his ‘14 rules for good growth’ – a set of key ideas that should be followed to ensure
that strategic growth creates value and effectiveness for the organisation. He’ll also discuss how corporations,
Governments and non-profit organisations can exploit innovation and market conditions to create and maintain
competitive advantage.
DAY 01 - 14 APRIL - STRATEGY SELECTION
Successful Strategy Selection: Formulating
competitive strategies to drive dynamic business
growth
About Richard
Richard Rumelt helps executives craft meaningful, ambitious, yet actionable strategies for facing the most important
challenges and opportunities they face. He gained a worldwide reputation with his book, “Good Strategy/Bad Strategy,”
and has been called “Strategy’s Strategist,” by the McKinsley Quarterly. He has been elected to Thinkers 50, a group of
the 50 most influential business thinkers in the world. Richard is a pioneer in the field of business and corporate strategy
and is widely recognized as having put in place many of the key foundations of the subject. He is the Harry and Elsa Kunin
Professor of Business & Society at UCLA Anderson. He earned Bachelor’s and Master’s degrees in Electrical Engineering
from the University of California, Berkeley. He studied decision sciences and corporate strategy at the Harvard Business
School, receiving his doctorate in 1972.
Learn more about Richard’s session at www.strategyleadersforum.com/gurus/richard
HE Dr Ali Al Khouri
Director General
Emirates Identity
Authority
Fadi Malas
CEO
Just Falafel
Ousama Fansa
CEO
Roots Group
08.00 Registration
08.30 Chairman’s Welcome Address
Eddy Abou Chakra, Managing Partner, Vanguards
Consulting, UAE/Lebanon
08.45 Keynote Address: Implementing clear strategic
vision and world-class corporate excellence
programmes to deliver outstanding efficiency,
outputs and quality of customer service
HE Dr Ali Al Khouri, Director General,
Emirates Identity Authority, UAE
09.15 Super Guru Morning with Prof. Richard Rumelt
12.45 Lunch and Networking Break
14.00 CEO Roundtable: Driving sustainable growth
through strategic innovation
Fadi Malas, CEO, Just Falafel, UAE
Ousama Fansa, CEO, Roots Group, KSA
Abdullah Al Majdouie, President, Al Majdouie
Group of Companies, KSA
Neeraj Mahajan, CEO, Al Naboodah
Commercial, UAE
14.45 CSO Forum: Keeping Pace - The changing role
of Chief Strategy Officers in the Middle East
Adri Pols, Vice President Strategy, TAQA - Abu
Dhabi National Energy Company, UAE
Dr. Sami Alom, Chief Strategy Officer, Al Noor
Wijnand Van Till
Vice President
Sales Strategy
Etisalat
15.30
16.00
16.30
17.15
17.45
Adri Pols
Vice President Strategy
TAQA-Abu Dhabi
National Energy
Company
Neeraj Mahajan
CEO
Al Naboodah
Commercial
Hospitals Group, UAE
Omar Mehanna, Chief Strategy Officer, The Saudi
British Bank (SABB), KSA
Mohammad Absi-Halabi, Strategic Development
Advisor, The Executive Council – Government of
Dubai, UAE
Afternoon Break
Scenario Analysis: Appropriate strategy
selection, scenario analysis and stress testing
models for business leaders
Wael Zein, Chairman, ADDIMA Consulting,
Lebanon
Building Strategic Capabilities: Identifying,
recruiting and retaining key capabilities and
embedding a performance culture to deliver
strategic aspirations
Diaa Mohammed, VP Human Resources Global
Services, Hewlett-Packard, UAE
Joe Chalouhi, HR Director MENA, GE Middle
East, UAE
Managing Change: Implementing change
initiatives to improve performance and
efficiency at Etisalat
Wijnand Van Till, Vice President Sales Strategy &
Planning, Etisalat, UAE
Close of Day One
To Register call Sowmya, Tel: +971 4 4072730 / Fax: +971 4 3352718 E: sowmya.yellappa@iirme.com
Tel: +971 4 335 2437 Fax: +971 4 335 2438 Email: register@iirme.com Web: www.strategyleadersforum.com/vip

4. Workshops
Choose ONE Pre-Forum Workshop and ONE Post-Forum Workshop to improve your strategy execution.
Visit www.strategyleadersforum.com/workshops to see the full workshop outlines, meet your expert workshop
leaders and decide the best topic to meet your learning needs.
PRE-FORUM WORKSHOPS – 13 APRIL
Workshop A: Securing Sustainable Strategic Advantage on the Enterprise Battleground Through
Business War Games
Executing flawed strategies can cause significant damage to a business’ reputation, finances, market positioning and ultimately lead
to business failure. This in-depth workshop will provide attendees with hands-on experience on how to develop and test a strategy
against external competition, industry developments and market forces. Through a rigorous and tested human-decision-making
framework, attendees will have the opportunity to develop, test and refine individual strategies live, and learn the tools and techniques
Eddy Abou Chakra
critical to developing robust strategic frameworks for their organisation. Understand how market forces, competition, internal drivers
Managing Partner
and constraints can impact strategy development. Learn how to explore various strategic scenarios and take into account uncertainVanguards
ties faced in industry. Outline courses of action and reactions to the competition’s moves, and identify strategies for capitalizing on
Consulting
new business opportunities.
Who should attend? Entrepreneurs, chief executives and senior managers faced with increasing competition and escalating demands within
complex markets.
Workshop B: Maximise the Impact of KPIs on your Organisation's Performance with Key
Performance Indicators (KPIs)
n a recent poll conducted by The KPI Institute over 51% of the respondents nominated KPI selection as the most challenging aspect
of working with KPIs. This session will present the fundamental techniques for KPI selection that ensure a rigorous process and quality
result. Practical exercises will be combined with best practice examples from a variety of industries and functional areas. Topics to be
covered include: KPI naming standards and use of terminology; KPI lifecycle; KPI selection process; Techniques for KPI selection
Adrian Brudan
(Value Flow Analysis, KPI balancing); Examples of KPIs in practice. Learn about the KPI naming standards that ensure quality
Research Director
assurance for the selection process. Practice KPI selection techniques (Value Flow Analysis, KPI balancing). Review KPI selection
The KPI Institute
good and poor practice and edentify the essential KPIs by industry and functional area.
Who Should Attend? Experienced strategy and performance management practitioners interested in improving the use of KPIs
as part of existing systems; Professionals who are about to embark on KPI selection projects; Everyone interested in being up to date with the
latest thinking in KPI selection.
Workshop C: Balanced Scorecard: Concept, Development and Deployment
Deploymen
Alan Fell
Managing Director
Alan Fell
Consultancy
This workshop will provide a starting base knowledge of the Balanced Scorecard concept, potential benefits and key development
ben
steps of the Balanced Scorecard, delivered via a combination of content delivery and group exercises to enhance learning and
l
take-away’ output. The first session will guide you through the concept and rationale of the BSC, its context, key aspects, various
applications, the cascade process to align employees to the overall organisation, as well as the benefits and common problems to be
avoided. The second session will look a the development process including planning and output design. It will also examine how to
align existing strategic and operational plans with budget, as well as specific methodologies including the Balanced Scorecard Institute
9 steps. Session three will look at how to use the BSC model to its best effect, including ‘ownership’, management leadership, Rules
of Engagement and dynamic scorecard development.
Who should attend? Leaders and senior managers; Functional heads; Strategy and Balanced Scorecard practitioners.
POST-FORUM WORKSHOPS – 17 APRIL
Methodologies
Workshop D: Executing Strategy by Engaging Project Portfolio Management Methodologie
Bassan A.
Samman
CEO and Founder
CMCS
This workshop focuses on how organisations can implement the project portfolio management (PPM) framework for identifying,
identify
aligning, scoring, prioritizing and selecting project initiatives to achieve strategic objectives. Through a mixture of examples and
nteractive exercises, attendees will learn how to integrate Organisational Strategic Plans with Project Initiatives and build a culture of
project management within the firm. It will also address how to enhance the methods used by your organisation to successfully deliver
projects, how to define metrics and standards to measure the performance of your projects, as well as how to use technology to
support managing and tracking your project data.
Who should attend? Executives, strategists, managers, planners and analysts from commercial, public, and nonprofit
organisations who want to learn the critical factors that lead to successful strategy execution.
Workshop E: Rethink and Innovate Your Business Strategy To Open Up New
Markets and Reach Different Audiences Using Business Model Generation
Methodology
The financial crisis, globalisation, digitisation, access to information and changing customer behaviours have
gl
transformed the way corporates and Governments need to think about and respond to their customers. New
innovative business models are required to keep meeting the expectations of the 21st century customer. This
Roberto
Carlos Guevara
practical facilitative workshops will explain how organisations can use the ‘Business Model Canvas’ to drive
Wyszkowski
Partner
nnovative business models and robust strategies. It will enable you to challenge your existing models and
Partner
ShiftIN Partners
ShiftIN Partners
design new strategies that reach new audiences and cutomers. The team will also explain how to use the
canvas to innovate and start developing new business models for the future.
Who Should Attend? Senior leadership; Functional managers and heads of business; Business developers and solutions/product designers;
Strategy, business planning and performance heads; Innovation managers.
Workshop F: Engaging Stakeholders for Successful Strategy Execution
Paulo Serra e Silva
Principal
Palladium EMEA
This workshop will present and discuss challenges, opportunities, successful experiences and benefits of implementing a well
structured process for engaging and managing the relationship with key stakeholders in the public and private sectors.
At the end of the session the participants will gain a thorough understanding of all relevant matters related to maximizing the RESULTS
coming from involving key stakeholders in strategy execution. Among other topics: the process to identify those stakeholders that are
strategic, determine the stakeholders’ impact and identify synergy points to engage and co-create with them a coherent approach
driven by business goals, mission, values and corporate strategies, etc.
Who should attend? CEOs, Directors, Leaders and Senior Managers; Functional Heads; Strategy and Balanced Scorecard
Practitioners
Workshops run from 08.30 until 14.30, when lunch will be served.
To Register contact Sowmya, Tel: +971 4 4072730 / Fax: +971 43352718
Tel: +971 4 335 2437 Fax: +971 4 335 2438 Email: register@iirme.com Web: www.strategyleadersforum.com/vip
Email: sowmya.yellappa@iirme.com

5. Super Guru Morning with Bernard Marr
Day 02 - 15 April
Learn how your organisation can use the latest strategic performance management approaches to ensure effective
strategy execution. Bernard will draw on many global best-practice case studies and real world examples to demonstrate
how five simple steps can transform the way any organisation – large or small, private or public – manages its
performance.
Talking Points include how to:
1. Translate your strategy into a simple one-page performance management framework
2. Develop relevant KPIs and performance metrics to understand whether they are on track or not
3. Analyse your performance data and turn it into relevant insights
4. Report and communicate your performance insights to engage senior decision makers
5. Ensure you make better-informed and fact-based decisions
The session will look at how companies like Google, Wal-Mart, Shell, as well as leading Government Organisations apply
these 5 steps to ensure they stay on track and make the best-informed decisions. It will also explore how leading
organisations are now integrating the analysis of un-structured data as well as big-data analytics with their traditional
performance metrics to optimise insights and decision-making.
DAY 02 - 15 APRIL - ORGANISATIONALS PERFORMANCE
SMART Strategy Execution: Leveraging KPIs, Analytics
and Big Data To Drive Fact-Based Management
About Bernard
Bernard Marr is a global enterprise performance expert and a best-selling business author. He helps companies to better manage,
measure, report and analyse performance. His leading-edge work with major companies, organisations and governments across
the globe makes him an acclaimed and award-winning keynote speaker, researcher, consultant and teacher. Bernard is
acknowledged by the CEO Journal as one of today’s leading business brains. He has written a number of seminal books and over
200 high profile reports and articles on enterprise performance.
Learn more about Bernard’s session at www.strategyleadersforum.com/gurus/bernard
Wael Zein
Chairman
ADDIMA Consulting
Abdallah Obeikan
CEO
Obeikan Group
Steven Barlow
Senior Vice President
Head of Strategic
Risk Management
Dubai Holding
08.45 Chairman’s Welcome Address
Wael Zein, Chairman, ADDIMA Consulting, Lebanon
09.00 Super Guru Morning with Bernard Marr, Founder and
CEO, The Advanced Performance Institute, UK
12.15 Lunch and networking break
13.30 Building Organisational Alignment: Ensuring core
business processes and organisational structures
are aligned to deliver strategic goals
14.15 Risk Management: Coordinating a common
approach to strategic risk management across
holding and individual business units to maximise
shareholder value for the long term at Dubai Holding
Steven Barlow, Senior Vice President, Head of
Strategic Risk Management, Dubai Holding, UAE
15.00 Afternoon Break
15.30 Performance Management: Improving business
value through effective performance management
at Dubai Airport Free Zone
Faisal Al Belooshi, Director - Interiors & Facility
Management, DAFZ, UAE
Rachel Mathew, Senior Executive – Performance
Management, DAFZ, UAE
Faisal Al Belooshi
Director - Interiors
& Facility
Management
DAFZ
Rachel Mathew
Senior Executive –
Performance
Management
DAFZ
Jude Chagas Pereira
CEO
IYCON
16.10 Integrating Performance, Initiative and Risk
Managment
Jude Chagas Pereira, CEO, IYCON
16.30 Family Businesses In Focus: Leading the obeikan
business through successful cultural and
organisational change to become one of the
leading providers in their field
Abdallah Obeikan, CEO, Obeikan Group, KSA
17.00 Strategy Refresh: Effective strategy renew and
refresh procedures to ensure long term business
success
17.30 End of Day Two
Keep checking
www.strategyleadersforum.com
for the latest agenda updates
To Register call Sowmya, Tel: +971 4 4072730 / Fax: +971 4 3352718 Email: sowmya.yellappa@iirme.com
Tel: +971 4 335 2437 Fax: +971 4 335 2438 Email: register@iirme.com Web: www.strategyleadersforum.com/vip

6. Position your brand as a leader in strategic innovation and management
Sponsoring or exhibiting at Strategy Leaders is a unique opportunity to align your brand with some of the world’s leading
strategy thinkers, and to position your company as a leader in strategy development, execution and management in the Middle
East and Africa. With a broader agenda than ever before, the event provides excellent opportunities to showcase your experience
and products in strategy development, change management, business intelligence, strategy execution and risk management.
Whether you can help corporate or government organisations to develop their strategy, manage their core business
risks or implement the Balanced Scorecard, Strategy Leaders is an essential platform to reaffirm your position with
existing clients and develop brand new sales leads.
Opportunities open to your business include:
Positioning yourself as a thought leader by moderating or taking part in a panel discussion
Demonstrating consulting and facilitation skills by leading an interactive group or discussion session
Exclusive breakfast, lunch or dinner sponsor
Releasing research or reports to a target audience
Exposing your brand to key decision makers across the region
Showcasing your products and services at your exhibition stand
To discuss these opportunities or to tailor a package specific to your needs contact Charlie Bark-Jones on +971 (0)4 407 2608
or sponsorship@iirme.com
SUPPORTING SPONSOR
ADDIMA Consulting is a specialized consulting firm based in Dubai, London, Beirut and Riyadh. ADDIMA is well positioned to provide a proven
turnkey Balanced Scorecard (BSC) development & implementation because of :
· Our experienced & certified BSC practitioners and strategy experts
· Our solid expertise in various industries in the Middle East, our deep understanding of the local culture, and the command of the Arabic business
language in addition to the English and French
· Our exclusive partnership in the Middle East with Paul Niven, a noted speaker and writer on the subject of the Balanced Scorecard, and hands-on
practitioner
STRATEGIC SPONSOR
Palladium Group is the global leader in helping organisations execute their strategies by making better decisions. Our expertise in strategy, risk,
corporate performance management and business intelligence helps clients achieve an execution premium. Our services include consulting,
conferences, communities, training and technology. Palladium's Balanced Scorecard Hall of Fame for Executing Strategy™ recognises more than
120 organisations worldwide that have achieved outstanding execution premiums.
TECHNOLOGY PARTNER
IYCON is a transformational technology solutions company whose mission is to serve businesses and governments, by delivering high quality
strategic execution services, through world class technology tools, expertise, best practice methodologies and continued quality support. IYCON’s
mission, "Sustaining Your Adaptive Advantage™” is geared to help companies discover and maintain their competitive advantage, as well as
empowering them with the ability to master change. IYCON is a leader in improvement & delivery of performance management execution, as well as
a preferred performance execution partner for government & private corporations. We understand how to provide solutions which work for our
customers. We deliver more than products, and we add value to these products through our best practice implementation methodology, and
empower the customer team to take full ownership of the product, and the initiative being driven by the product. IYCON is the Strategic Value Added
Partner for QPR Software across EMEA, the Asian Subcontinent, North America & Oceania. QPR Software is specialized in operational development
of private and public sector organizations whose mission is to help our customers to become agile and efficient in their operations. QPR offers
software solutions and services in areas of enterprise architecture development, process modeling and analysis as well as performance management.
ASSOCIATE SPONSOR
VANGUARDS is a specialized management consulting firm offering deep functional knowledge spanning strategy formulation and execution,
business process management and information technology services. We assist our clients in charting a roadmap for the future and aligning their
operations and resources to achieve their vision. VANGUARDS leads clients through restructuring and turn-around situations to achieve
breakthrough results. Word of mouth referrals and numerous repeat clients are a testament of our dedication and success.
ASSOCIATE SPONSOR
Corporater is a specialised vendor for Balanced Scorecard and Performance Management software solutions that are flexible, ready-to-run, and that
can be easily managed and configured by business users. Founded in the year 2000, Corporater has over 1000 customers from all key domains with
an international presence in over 29 countries through its offices and strategic partnerships. Corporater recently established its operations in Dubai
to support and grow key partnerships in UAE. Corporater EPM Suite is a Palladium Kaplan-Norton Balanced Scorecard Certified Software.
Business in Control: Corporater is changing the way people view corporate performance management software solutions. Our slogan is Business in
Control - we deliver solutions that are fully managed and configured by corporate users. We believe that the focus should be on how you run your
organisation - not on the technology. Strategy-driven Performance Management: By placing strategy at the centre of corporate performance
management, Corporater enables a holistic approach to strategic execution by harmonizing performance disciplines, such as operations, budgeting,
risk management, quality, etc.
ASSOCIATE SPONSORS
ICSME is a leading Information Technology company in the Middle East, in the areas of Corporate Performance Management (Balanced Scorecard),
Archiving, Document Management, Business Process Automation, Business Intelligence. ICSME also has an IP infrastructure division offering and
designing solutions in the areas of security, Video Conferencing and Satellite Communications. ICSME has implemented major projects in UAE,
Qatar, Jordan, Saudi Arabia. ICSME has implemented Balanced Scorecard projects for major customers like DP World, Ministry of Agriculture in
Saudi using the software STRATandGO, which is also implemented in Abu Dhabi Environment Agency, and world-wide customers like Novartis,
Roche, Bayer and many others.
ASSOCIATE SPONSOR
The KPI Institute is the global authority on Key Performance Indicators (KPIs) research and education, providing through its publications and training
courses insights on how to measure and learn with KPIs. It developed the first KPI Management Framework and coordinates several research
programs dedicated to performance management, strategy, Balanced Scorecard and Key Performance Indicators. It operates smartkpis.com, the
result of the research program dedicated to documenting and cataloguing how KPIs are used in practice, an online portal containing the largest
collection of well documented KPI examples, supported by a community of tens of thousands of members.
ASSOCIATE SPONSOR
The shift key in your keyboard enables regular characters to be capitalized or transformed into something completely new. Similarly, ShiftIN Partners
is a management consulting firm focused on helping clients develop and execute strategy programs that enable them to achieve the necessary Shift,
working from withIN. With an accumulated experience in consulting of +20 years among our Senior Team, our consultants are regularly appointed
by the Leadership Teams of Ministries, Councils, Government Departments and Private Holdings in the Middle East, to provide advice on how to
overcome challenges related to Strategy, Performance Management and Change. ShiftIN's professionals are bound by a shared set of values and a
culture of fellowship, entrepreneurship, trust, and respect—and an unwavering willingness to go above and beyond to ensure our clients’ success.
ShiftIN Partners is headquartered in Abu Dhabi, with offices in Dubai, Riyadh, Doha and Kuwait.
To Register call Register contact Sowmya, Tel: +971 +971 4 3352718 +971 43352718
To Sowmya, Tel: +971 4 4072730 / Fax: 4 4072730 / Fax: Email: sowmya.yellappa@iirme.com
Tel: +971 4 335 2437 Fax: +971 4 335 2438 Email: register@iirme.com Web: www.strategyleadersforum.com/vip
Email: sowmya.yellappa@iirme.com

7. “One of the most valuable speakers on business strategy and leadership today”
Super Guru Day with Dr. Robert Kaplan
Day 03 - 16 April
Few people have contributed as significantly to the art, and especially the science, of business strategy as Robert Kaplan. His
Balanced Scorecard is the premier tool for aligning a company's current actions with its strategic goals. This performance management system helps business leaders clarify their corporate vision and align people, business units, and resources with a unified
strategy. In his research and writing, speaking and consulting, Robert develops ways to link cost and performance management
systems to strategy implementation and operational excellence. The BSC approach is also being successfully applied by governments and nonprofits throughout the world to improve transparency, governance, and measurable social outcomes. Robert
Kaplan and coauthor David Norton have written five landmark books on The Balanced Scorecard, describing how it works and
outlining best practices for its implementation. Robert Kaplan is Baker Foundation Professor at Harvard Business School and a
former Dean of the Graduate School of Industrial Administration, Carnegie-Mellon University.
DAY 03 - 16 APRIL - BALANCED SCORECARD
Dr. Kaplan One Day Balanced Scorecard Masterclass
Learn more about Dr Kaplan’s session at www.strategyleadersforum.com/gurus/kaplan
Laptops at the ready! We will send electronic supporting documentation in advance to registered delegates for Dr Kaplan’s Masterclass. Remember to bring
your tablet or laptop with the documents ready loaded on the day!
08.00 Chairman’s Opening Remarks
Alan Fell, Managing Director, Alan Fell Consultancy, UK
08.15 Leading Change, with Dr. Robert Kaplan
• Leadership and Strategy Execution: The #1 Priority of CEOs
- What is “Leadership”? How does “Leadership” differ from
“Management”?
- What great leaders really do: Examples from recent business
history
• Creating the stretch target, the enterprise’s “Big, Hairy, Audacious
Goal (BHAG)”
• Complacency: the #1 enemy of change
• The Strategic Change Agenda: Creating the roadmap for change
• Barriers to change: Recognizing and overcoming individual and
organizational resistance
09.45 Guest Address: Improving tourism revenue, customer
satisfaction and global competitveness through implementing
the Balanced Scorecard at the Canadian Toursum Commission
Michele McKenzie, Former President & CEO, Canadian Tourism
Council, Canada
10.15 Morning Refreshments and Networking Break
10.1
10.45 Strategy Execution System: Part 1, with Dr. Robert Kaplan
• The Kaplan-Norton Strategy Execution System
• Stage 1: Select your strategy
- Reaffirm mission, values and vision
- Strategy Analysis: PESTEL, SWOT and Five Forces
- Develop your 50 word strategy statement: Vision, Advantage
and Scope
• Stage 2: Develop your strategy map and Balanced Scorecard
- Translate your Vision-Advantage-Scope strategy statement
into customer objectives and measures
- Use strategic themes as the foundation for your strategy map
and Balanced Scorecard
- Examples of excellent strategy maps from the private and
public sectors
- Put the strategy into action with Strategic Initiatives
12.15 Lunch featuring hosted discussion tables
13.15 Unlocking the Magic Formula: Harnessing the power of
technology to improve strategy execution
Tor Inge Vasshus, CEO, Corporater, Norway
13
13.40 Strategy Execution System: Part 2, with Dr. Robert Kaplan
• Stage 3: Aligning organizational units and employees to the
strategy
- Corporate-level strategy for conglomerates and diverse
businessunits
- Cascade the corporate strategy map to business and support
publ c
units in private and public sector enterprises
- Communicate strategy to employees: 7 times 7 different ways
- Link employee incentives to strategic performance
• Stage 4: Align operational improvements to strategic priorities
- Develop operational dashboards to drive day-to-day
continuous improvement
15.40
16.10
16.40
18.20
• Stages 5 and 6: Conduct regular management meetings to
review, guide and adapt strategy implementation
• Office of Strategy Management: Roles and Organizational
Structure
Case Study: Implementing effective communication,
engagement and governance practices at Abu Dhabi
Sewerage Services Company to achieve strategy
execution success
Alan Thomson, Managing Director, Abu Dhabi Sewerage
Services Company, UAE
Afternoon Break
Managing Risks: A New Framework for Integrating Strategy
Execution and Risk Management, with Dr. Robert Kaplan
• Managing the multiple dimensions of risk
- Preventable Risks arising from employees undesirable and
unauthorized actions
- Strategy Risks that prevent us from achieving our
enterprise’s goals and objectives
- External Risks from non-controllable events (natural
disasters, geo-political and macro-economic disruptions,
competitors’ unexpected actions)
• Mitigating Preventable Risks
- Using Values and Belief Systems
- Boundary systems and Internal Controls
- Role for Internal Audit
• Identifying and managing the risks inherent to your strategy
- Customize your risk management to your strategy
- Individual and organisational biases that prevent companies
and agencies from thinking rationally about the risks they
face
- Aligning risk management processes to your organisation’s
strategy and context: multiple case studies
• Using your strategy map and BSC to identify risks inherent to
your strategy
- Selecting cost-effective risk mitigation initiatives
• Identifying and mitigating your external risks
- War gaming
- Scenario analysis
• The role for a chief risk officer and the Office of Risk Management
- Managing the tension between strategy execution and risk
management
End of Day Three
Michele McKenzie
Former President & CEO
Canadian Tourism
Council
Alan Thomson
Managing Director
Abu Dhabi Sewerage
Services Company
To Register contact Sowmya, Tel: +971 4 4072730 / Fax: +971 4 3352718 Email: sowmya.yellappa@iirme.com
Tel: +971 4 335 2437 Fax: +971 4 335 2438 Email: register@iirme.com Web: www.strategyleadersforum.com/vip

8. PRIORITY REGISTRATION FORM
INSTITUTE FOR INTERNATIONAL RESEARCH
IIR CONFERENCES & TRAINING: P.O. BOX 21743 – DUBAI - UNITED ARAB EMIRATES
Please complete the registration form and fax to the
attention of (Sowmya Yellappa) on
Fax number: +971 4 335 2718 OR
E-mail to: sowmya.yellappa@iirme.com
For any queries; call Tel Direct: +971 4 4072730
Please
the session you wish to attend
Days
STRATEGY LEADERS featuring BSC
Call: +971 4 4072730
5 Days
(Strategy Leaders & 2 Workshops)
4 Days
(Strategy Leaders & 1 Workshop)
3 Days
(Strategy Leaders Only)
2 Days
(2 Workshops only)
1 Day
(1 Workshop only)
th
th
th
Register by 9 Jan
Register by 6 Feb
Register by 13 March
US$ 5299
US$ 5499
US$ 5699
US$ 4499
US$ 4699
US$ 4899
US$ 3599
US$ 3799
US$ 3999
US$ 2398
US$ 2598
US$ 2798
US$ 1199
US$ 1299
US$ 1399
Delegate Details
Delegate 1, Name:
Job Title:
Tel / Mobile:
Email:
Delegate 2, Name:
Job Title:
Tel / Mobile:
Email:
Delegate 3, Name:
Job Title:
Tel / Mobile:
Email:
Delegate 4, Name:
Job Title:
Tel / Mobile:
Email:
Delegate 5, Name:
Job Title:
Tel / Mobile:
Email:
Company Name & Mailing Address:
Invoicing Contact Name:
Email:
PAYMENT DETAILS
A confirmation letter and invoice will be sent to you on receipt of your registration form. Please note that payment must be received
before the event date.
Cheque
Upon receiving invoice my preferred mode of payment will be:
Bank Transfer
I agree to Terms and Conditions (as below) and confirm this registration:
Signature:

9. Terms and Conditions for Delegates: IIR Middle East Conferences and Training
These terms and conditions apply to delegate registrations for all conferences and public training courses (each an “Event”) organised
by IIR Middle East (“IIR”). Please read them carefully as they contain important information. By submitting your registration you agree
to be bound by these terms. If you do not agree to be bound by these terms IIR will be unable to accept your registration.
1. Your registration constitutes an offer to IIR to attend an Event. All registrations are subject to acceptance by IIR which will be
confirmed in writing (including but not limited to email). A contract between IIR and you will only be formed when this confirmation
is sent to you (whether or not it is received) provided that if confirmation is not sent within 14 days of us receiving your
registration, it will be deemed to be confirmed unless we notify you otherwise. IIR reserves the right to refuse to accept any
registration.
2. Payment for the Event must be received in full by IIR in accordance with IIR’s payment terms from time to time in force but in any
event not later than 48 hours before the Event. If payment in full is not received before the Event, IIR reserves the right at its sole
discretion and without liability either to require payment as a condition of entry to the Event or to refuse entry to the Event. No
refunds of any proportion of fees already paid (if any) will be made and any balance of the fees will remain due and payable
where entry to an Event is refused under this condition 2.
3. Discounts for group registrations are only valid for the number of delegates specified. If the number of delegates attending the
Event is less than the number specified in the group booking (either as a result of cancellations prior to the Event or as a result of
delegates failing to attend the Event), IIR reserves the right to revise the fees in line with the number of delegates actually
attending the Event in accordance with IIR’s published prices then in force and require payment of such fees in accordance with
the terms of condition 2.
4. Prices for each Event are correct at the time of publication. IIR reserves the right to change the prices at any time but changes will
not affect registrations which have already been confirmed by IIR.
5. It is the intent of the parties that IIR will receive the Fees net of all applicable taxes, including without limitation, sales, VAT,
service or withholding taxes (“Taxes”), all of which shall be paid solely by the Client. If and to the extent that any Taxes are levied
upon, or found to be applicable to, the whole or any portion of the Fees, the amount of the Fees shall be increased by an amount
necessary to compensate for the Taxes (including any amount necessary to “gross up” for Taxes levied on the increase itself).
6. Registrations cancelled after confirmation by IIR but more than 7 days before the Event are subject to a $200 administration
charge. Registration fees for registrations cancelled 7 days or less before the Event must be paid in full. If you fail to attend an
Event, the full fees remain payable and no refunds will be given. IIR reserves the right to cancel any registration after confirmation
in which case all fees paid will be refunded. You acknowledge that the refund of registration fees is your sole remedy in the event
of cancellation of your registration by IIR and all other liability is expressly excluded.
7. Substitutions are welcome at any time but in all other respects delegate registrations are issued for your personal use only. You
may not purchase registrations as agent for any third party or sell or otherwise transfer your registration to others, or exploit the
registration commercially or non-commercially in any way.
8. You may transfer your registration for a training course to an alternative course provided that the alternative course takes place
within 3 months of the date of the original course. Transfers are subject to availability and to the payment of any additional fees
due in respect of the alternative course. You will not be entitled to any refund when you transfer to an alternative course. You may
only transfer between courses once. We regret that we cannot accept cancellations once you have transferred to an alternative
course and any fees will be remain payable in full. We regret that we cannot accept the transfer of registrations between
conferences.
9. IIR reserves the right at any time to change the format, participants, content, location and timing or any other aspect of the Event,
in each case without liability.
10. IIR reserves the right to cancel or change the date of an Event at any time for any reason whether or not due to causes beyond its
reasonable control. Where the date of an Event is changed, your registration will be valid for the new date of the Event if you wish
to attend. Where IIR changes the date of or cancels an Event (and you no longer wish to attend the Event where the date has
been changed), you will be entitled to receive either a credit note or a refund in respect of the full registration fees at your
discretion. You acknowledge that the credit note or refund of registration fees (or the continued validity of your registration if you
choose to attend the rescheduled Event) is your sole remedy in the event of the changing of the date of the Event or cancellation
of the Event by IIR and all other liability is expressly excluded.
11. IIR reserves the right without liability to refuse admission to, or to eject from the Event, any person in its absolute discretion,
including (without limitation) any person who fails to comply with these terms and conditions or who in the opinion of IIR
represents a security risk, nuisance or annoyance to the running of the Event. You agree to comply with all reasonable
instructions issued by IIR or the venue owners at the Event.
12. All unauthorised photography and the recording or transmitting of audio or visual material, data or information is expressly
prohibited. You consent to filming and sound recording and photography of the Event as a delegate and you consent to the use
by IIR of any such recording or photography anywhere in the world for promotional, marketing and other purposes.
13. The personal information which you provide to us will be held by us on a database and may be shared with other companies in
the Informa Group and selected third parties in the UAE and internationally for direct marketing purposes. For more information
about how we use the information you provide please see our privacy policy at www.iirme.com/Content-Pages1/Privacy-Policy/
14. IIR excludes all liability for loss, injury or damage to persons or property at the Event. All indemnities, warranties, terms and
conditions (whether express or implied) are excluded. IIR accepts no liability for any loss or damage whatsoever that you may
suffer in connection with or arising from the Event whether direct, indirect or consequential (including but not limited to loss of
profit, loss of business or any other type of economic loss) or otherwise. If IIR is liable to you for any reason, IIR’s total liability to
you in relation to the Event (whether under these terms or conditions or otherwise) is limited to the amount of the registration fees
paid by you to IIR. The limitations and exclusions in this condition 14 only apply to the extent permitted by applicable law.
15. IIR reserves the right to amend these terms and conditions from time to time and you will be subject to the terms and conditions in
force at the time you submit your registration.
16. These terms and conditions will be governed by the laws of the Emirate of Dubai and such federal laws of the UAE applicable in
the Emirate of Dubai and disputes under or in connection with them shall be subject to the non-exclusive jurisdiction of the Courts
of Dubai.
To Register call Sowmya, Tel: +971 4 4072730 / Fax: +971 4 3352718 Email: sowmya.yellappa@iirme.com