IMD Annual Report 2021

Faculty and Research 60

Center for Future Readiness

The center, led by LEGO® Professor of Management and Innovation Howard Yu, helps organizations navigate a reality of fast and frequent change to overcome adversity, spur innovation and thrive amid uncertainty. Using a rule-based methodology, it produces the Future Readiness Indicator, which is designed to measure to what extent companies are “future ready” against the context of deep, long-term, secular trends.

Year in review

“Across all these industries, what we are seeing is the companies that are doing well during the pandemic are the ones that can build up those capabilities relevant for the future. We believe those who are ‘future ready’ capture the most out of the abundant opportunities going forward.” PROFESSOR HOWARD YU LEGO® PROFESSOR OF MANAGEMENT AND INNOVATION, DIRECTOR OF THE CENTER FOR FUTURE READINESS

Research and outreach In 2021, the center published its first Future Readiness Indicator Report, analyzing the 86 highest-grossing companies from across the world in four industries – technology, automotive, financial and fashion. Tesla topped the automotive charts, Google (Alphabet) pipped Amazon to the number one spot in the tech ranking, Mastercard came out strongest in the financial list, while Lululemon scored highest in the fashion industry. The innovative and impactful report enjoyed widespread, global coverage, with Professor Yu invited for interview on several major media networks, including BBC World News, Bloomberg, Yahoo Finance, CNCB Arabia, CGTN China and BBC radio. The research program scored a total audience reach of more than 500 million within a month of its publication, worth an estimated 4.8 million Swiss francs in media value. You can read the report here: https://www.imd.org/ future-readiness-indicator/home/