Cliff Bowman

Who is Cliff Bowman?

Cliff Bowman is the Professor of Strategic Management at the Cranfield School of Management at Cranfield University. His academic interests are in competitive strategy, dynamic capabilities, strategy processes and the development and leveraging of strategic assets.

Bowman is also a founding director of Stratevolve, a niche strategy consulting firm that works with individual executives and management teams to develop effective business strategies, resolve complex business issues and deliver effective change. Bowman graduated from Liverpool University in 1973 with a BA in Economics, a Diploma in Business Studies, and a MBA. He also has a PhD from Cranfield University.

With David Faulkner, Bowman developed a model used in marketing to analyse the position of a company. This model is known as Bowman's Strategy Clock. The tool is as an elaboration of the three Porter generic strategies on which Bowman has noted his criticism. It represents eight possible strategies in four quadrants defined by the axes of price and perceived added value. The resulting star shape is reminiscent of a clock face, giving this tool its name.