Strategic Transformation at Tennis Canada

Roger Martin, a director and strategic advisor for Tennis Canada, wrote an article in The European Business Review explaining how the Canadian professional tennis association transformed the organization in less than a decade. Using five key strategic questions, Tennis Canada was able to rise from ranking outside the top 50 to now having two young players ranked well inside the top ten on the professional tennis circuit. The questions include determining the winning aspiration, deciding where to play, figuring out how to win, what capabilities must be in place, and what management systems are necessary. Coaching became a crucial element, with collaboration between Tennis Canada and foreign coaches to provide the best possible training for players. Despite initial budgetary constraints, Tennis Canada was able to build a sustainable platform for success and become a leading tennis nation.