Strategy implementation

Strategy implementation

· Commander approach
· Organizational change approach
· Collaborative approach
· Cultural approach
· Crescive approach

Commander approach
· Manager determines “best” strategy
· Manager uses power to see strategy implemented
Three conditions must be met
· Manager must have power
· Accurate and timely information is available
· No personal biases should be present

Commander approach
Limitations
· Can reduce employee motivation and innovation
Advantages
· Managers focus on strategy formulation
· Works well for younger managers
· Focuses on objective rather than subjective

Commander approach – the manager will determine the “best” strategy either alone or with the help of a group of experts. Once the desired strategy is formulated, the manager passes it along to subordinates who are instructed to execute the strategy. In this scenario, the manager does not take an active role in implementing the strategy, but rather uses explicit or implied power to see that the strategy is implemented. There are three conditions that must be met in order for the new strategy to be implemented. First, the manager must have enough power to command the implementation of the strategy. It should be recognized that implementation under this approach is resisted if the new strategy threatens the position of employees. Second, accurate and timely information regarding the strategy must be available, and the environment in which the company operates should be reasonably stable. If the environment is changing so that information becomes dated before it can be assimilated, effective implementation under the approach is unlikely. Finally, the manager formulating the strategy should be insulated from personal biases and political influences that might affect the outcome of the strategy.

One drawback to this approach is that it can reduce employee motivation and employees who feel that they have no say in strategy formulation are unlikely to be very innovative. However the approach can work in smaller companies within stable industries.
Advocates of this approach say that managers who utilize it can gain a valuable perspective from the company and the approach allows these managers to focus their energies on strategy formulation. Second, young managers in particular seem to prefer this approach since it allows them to focus on the quantitative, objective aspects of a situation rather than on the qualitative, subjective elements of behavioral interactions. Many young managers are better trained to deal with the objective rather than the subjective. Finally, such an approach may make some ambitious managers feel powerful in that their thinking and decision making affects the activities of the workforce (people).

Organizational change approach
· Focuses on the organization
· Behavioral tools are used
· Includes focusing on the organization’s staffing and structure
· Often more effective than Commander
· Used to implement difficult strategies

Organizational change approach
· Limitations
· Managers don’t stay informed of changes occuring within the environment
· Doesn’t take politics and personal agendas into account
· Imposes strategies in a “top-down” format
· Can backfire in rapidly changing industries

The Organizational Change approach focuses on how to get an organization to implement a strategy. Managers who implement this approach assume that a good strategy has been formulated and view their task as getting the company moving toward new goals. The tools used to accomplish this approach are largely behavioral and include such things as changing the organizational structure and staffing to focus attention on the organization’s new priorities, revising planning and control systems, and invoking other orgainzational change techniques. Because these behavorial tools are used, this approach is often more effective than the Commander Approach and can be used to implement more difficult strategies.
However, it does have several limitations that may limit its use to smaller companies in stable industries. It doesn’t help managers stay abreast of rapid changes in the environment. It doesn’t deal with situations where politics and personal agendas discourage objectivity among strategists. And since it imposes strategy in a top down fashion, it is subject to the same motivational problems as the Commander approach. Finally, it can backfire in rapidly changing industries since the manager sacrifices strategic flexibility by manipulating organizational systems and structures that may take a long time to implement.


Collaborative approach
· Enlarges the Organizational Change Approach
· Manager is a coordinator
· Management team members provide input
· Group wisdom is the goal

Collaborative approach
· Advantages
· Increased quality and timeliness of information
· Improved chances of effective implementation
· Limitations
· Contributing managers have different points of view and goals
· Management retains control over the process

Collaborative Approach – The manager in charge of the strategy calls in the rest of the managemetn team to brainstrom strategy formulation and implementation. The role of the manager is that of a coordinator. Other members of the organization’s management team are encouraged to contribute their points of view in order to extract whatever group wisdom may be present. This approach overcomes two key limitations present in the previous two approaches. First, by capturing information contributed by managers close to operations, it can increase the quality and timeliness of the information incorporated in the strategy. Also, it improves the chances of efficient implementation to the degree that participation enhances strategy commitment.
This approach overcomes two key limitations present in the previous two approaches. First, by capturing information contributed by managers close to operations, it can increase the quality and timeliness of the information incorporated in the strategy. Also, it improves the chances of efficient implementation to the degree that participation enhances strategy commitment.

However, it may result in a poorer strategy since the strategy is negotiated among managers with different points of view and possibly different goals. This may reduce the chances of management’s ability to formulate and implement the “best” strategy. Furthermore, it is not really collective decision making from an organizational viewpoint since management retains centralized control over the strategy. This can lead to political problems within the organization that may impede rapid and efficient strategy formulation and implementation.


Cultural approach
· Includes lower levels of the company
· Breaks down barriers between manage-ment and workers
· Everyone has input into the formulation and implementation of strategies
· Works best in high resource firms

Cultural approach
Advantage
· More enthusiastic implementation
Limitations
· Workers should be informed, intelligent
· Consumes large amounts of time
· Strong company identity becomes handicap
· Can discourage change and innovation

Cultural Approach – This approach enlarges the Collaborative Approach by including lower levels of the company. It partially breaks down the barriers between management and workers since each member fo the organization can be involved to some degree in both the formulation and implementation of the strategy. It seems to work best in organizations that have sufficient resources to absorb the cost of building and maintaining a supportive value system. Often these are high-growth firms in high-technology industries.
It has the advantage of more enthusiastic implementation of strategies by all members of the company. Limitations include: 1. It seems to only work in organizations composed primarily of informed, intelligent people; 2. It consumes enormous amounts of time; 3. It can promote such a strong sense of organizational identity that it becomes a handicap (for example, bringing in managers from outside the organization can be difficult because they aren’t accepted by the other members of the organization since they didn’t “grow up” with the organization); 4. It can promote a strong organizational culture to an extent that change and innovation becomes difficult.

Crescive approach
· Addresses formulation and implemen-tation simultaneously
· Subordinates develop, champion, and implement strategies on their own
· “Bottoms-up” approach
· Ultimate strategy is sum of all “success-ful” approaches

Crescive approach
Advantages
· Encourages middle management to participate
· Strategies are more operationally sound
· Limitations
· Resources must be available
· Tolerance must be extended

Crescive Approach – This approach address strategy formulation and implementation simultaneously (crescive means “increasing” or “growing”). The manager does not focus on performing the formulation and implementation tasks himself, but encourages subordinates to develop, champion, and implement sound strategies on their own. This approach is a “bottom-up” approach rather than a “top-down” approach since it moves upword from the workforce to management. Second, the strategy becomes the sum of all the individual proposals that are “successfully” proposed throughout the planning period. Third, the manager in charge of the strategy shapes the employees’ notions of what are acceptable strategies and acts as a judge evaluating the proposals rather than a master strategist.
Advantages to this approach include:
1. It encourages middle managers to formulate several effective strategies and gives them the opportunity to carry out the implementation phase. This autonomy increases their motivation to make the strategy succeed.
2. Strategies developed by those closest to the firm’s operational and marketing functions are more likely to be operationally sound more effectively implemented.
Limitations include:
1. Resources be available for for individuals to develop good ideas.
2. Tolerance be extended in the cases where failure occurs despite a worthy effort having been made.


Strategic control
· Typically consists of three steps

· Monitoring performance

· Comparing performance to standards

· Taking corrective action where needed


Strategic control simply means monitoring the strategic management process, comparing its performance to specified standards, and then taking action where needed to to ensure that the planned events outlined in the stratgic formulation process actually occur.

Five Phases of Organizational Life Cycle

Five Phases of Organizational Life Cycle

Organizations go through different phases of growth. The first challenge for executives who wish to grow their organizations is to understand what phase of the organizational life cycle one is in. Many organizations will enter decline the decline phase unless there are is in place a rigorous program of transformational leadership development.
Different experts will argue on how many phases there are, but there is elegance in using something easy to remember. We divide the organizational life cycle into the following phases:
Startup. (or Birth)
Growth. This is sometimes divided into an early growth phase (fast growth) and maturity phase (slow growth or no growth). However, maturity often leads to
Decline. When in decline, an organization will either undergo
Renewal or
Death and bankruptcy
Each of these phases present different management and leadership challenges that one must deal with.

The Start-Up Phase
Getting ready is the secret of success.
Henry Ford
In this phase, we see the entrepreneur thinking about the business, a management group formed, a business plan written. For entrepreneurs needing money to kick start the business, the company goes into the growth phase once the investor writes the check. For those the don't need outside funds, start-up ends when you declare yourself open for business.

The Growth Phase
It was the best of times,it was the worst of times.It was the age of wisdom, It was the age of foolishnessit was the spring of hope,it was the winter of despairCharles Dickens, A Tale of Two Cities
In the growth phase, one expects to see revenues climb, new services and products developed, more employees hired and so on. The management textbooks love to assume that sales grow each year. The reality is much different since a company can have both good and bad years depending on market conditions.
In organizations that have been around for a few years, a very interesting thing happens—dry rot sets in. There are many symptoms, some of which we have presented below:
Dry Rot in Symptoms Early In Organizational Life Cycle (.pdf file 276 kb)
That's why many companies have different types of programs relating to organizational development in place.

The Decline Phase
Corporate Insanity is doing the same thing, the same way but expecting different results.
Using the above definition, one finds a tremendous amount of corporate insanity out there. Management that expects next year to be better, but doesn't know or is unwilling to change to get better results.
This simple truth was shown in a 2003 study of 1900 professionals who help businesses in trouble.*
Reasons For Decline
Too much Debt
28%
Inadequate Leadership
17%
Poor Planning
14%
Failure to Change
11%
Inexperienced Management
9%
Not Enough Revenue
8%
*Source: Buccino and Associates: Seton Hall University Stiffman School of Business, Business Week.
If one can detect the symptoms of decline early, one can more easily deal with it. Some of the more obvious signs being: declining sales relative to competitors, disappearing profit margins, and debt loads which continue to grow year after year. However, by the time the accountants figure out that the organization is in trouble, it's often too late.
Dry Rot Symptoms Later in the Organizational Life Cycle (.pdf file 112 kb)

The Renewal Phase
It is not death that a man should fear, but he should fear never beginning to live. Marcus Aurelius


Decline doesn't have to continue, however. External experts have focused on the importance of organizational development as a way of preventing decline or reducing its affects.
A story from Aesop's Fables might help here.
A horse rider took the utmost pains with his charger. As long as the war lasted, he looked upon him as his fellow-helper in all emergencies and fed him carefully with hay and corn. But when the war was over, he only allowed him chaff to eat and made him carry heavy loads of wood, subjecting him to much slavish drudgery and ill-treatment. War was again proclaimed, however, and when the trumpet summoned him to his standard, the Soldier put on his charger its military trappings, and mounted, being clad in his heavy coat of mail. The Horse fell down straightway under the weight, no longer equal to the burden, and said to his master, “You must now go to the war on foot, for you have transformed me from a Horse into an Ass; and how can you expect that I can again turn in a moment from an Ass to a Horse?"
One way to reverse dry rot is through the use of training as a way of injecting new knowledge and skills. One can also put in place a rigorous program to change and transform the organization's culture.
This assumes, though, that one has enough transformational leaders to challenge the status quo. Without the right type of leadership, the organization will likely spiral down to bankruptcy.
Failure
Advice after injury is like medicine after death. Danish proverb
As many as 80% of business failures occur due to factors within the executive's control. Even firms close to bankruptcy can overcome tremendous adversity to nurse themselves back to financial health. Lee Iacocca’s turnaround of the Chrysler Corporation is one shining example.
In some cases, failure means being acquired and merged into a larger organization. In other cases, it occurs when an organization elects or is forced into bankruptcy. This does not signify the organization ceases to exist since it can limp along for many years by going in and out of bankruptcy court

Strategy formulation
•What are the purpose(s) and objective(s) of the organization?
•Where is the organization presently going?
•What critical environmental factors does the organization currently face?
•What can be done to achieve organizational objectives more effectively in the future?

Explanation:

What are the purpose(s) and objective(s) of the organization? – The answer to this question tells management where the organization wants to go. As discussed earlier, appropriate strategie reflect the organization’s missin and objectives. Managers who consider this question during the strategy formulation process are more likely to avoid inconsistencies among the company’s mission, objectives, and strategies.

Where is the organization presently going? – This question reveals whether an organization is achieving its goals or at least making satisfactory progress. The first question focuses on where the company wants to go; this question focuses on where the organization is actually going.

What critical environmental factors does the organization currently face? – This question addresses both internal and external environments and the factors that are both inside and outside the organization. For example, if a poorly trained middle-management team (internal environment) and an increase in competitive pressure (external environment) are critical strategic concerns, then any strategy formulated should deal with these issues.

What can be done to achieve organizational objectives more effectively in the future? – The answer to this question results in the formulation of a strategy for the organization. This, it goes beyond environmental analysis and includes the stages of planning and selection. This question should be answered only after managers have had plenty of opportunity to reflect on the answers to the previous questions. In other words, managers can formulate appropriate organizational strategies only when they have a clear understanding of where the company wants to go, where the organization is actually going, and what the environment in which the organization operates is and is likely to be.

Corporate Strategies
•Growth Strategy
ØSeeking to increase the organization’s business by expansion into new products and markets.

•Types of Growth Strategies
ØConcentration
ØVertical integration
ØHorizontal integration
ØDiversification
ØConcentration
ØFocusing on a primary line of business and increasing the number of products offered or markets served.
ØVertical Integration
ØBackward vertical integration: attempting to gain control of inputs (become a self-supplier).
ØForward vertical integration: attempting to gain control of output through control of the distribution channel or provide customer service activities (eliminating intermediaries).
•Horizontal Integration
ØCombining operations with another competitor in the same industry to increase competitive strengths and lower competition among industry rivals.
•Related Diversification
ØExpanding by combining with firms in different, but related industries that are “strategic fits.”
•Unrelated Diversification
ØGrowing by combining with firms in unrelated industries where higher financial returns are possible.
· Stability Strategy
ØA strategy that seeks to maintain the status quo to deal with the uncertainty of a dynamic environment, when the industry is experiencing slow- or no-growth conditions, or if the owners of the firm elect not to grow for personal reasons.
ØRenewal Strategies
ØDeveloping strategies to counter organization weaknesses that are leading to performance declines.
ØRetrenchment: focusing of eliminating non-critical weaknesses and restoring strengths to overcome current performance problems.
ØTurnaround: addressing critical long-term performance problems through the use of strong cost elimination measures and large-scale organizational restructuring solutions.

Corporate Portfolio Analysis
•Managers manage portfolio (or collection) of businesses using a corporate portfolio matrix such as the BCG Matrix.
•BCG Matrix
ØDeveloped by the Boston Consulting Group
ØConsiders market share and industry growth rate
ØClassifies firms as:
vCash cows: low growth rate, high market share
vStars: high growth rate, high market share
vQuestion marks: high growth rate, low market share
vDogs: low growth rate, low market share







Business or Competitive Strategy
•Business (or Competitive) Strategy
ØA strategy focused on how an organization should compete in each of its SBUs (strategic business units).

The Role of Competitive Advantage
•Competitive Advantage
ØAn organization’s distinctive competitive edge.
•Quality as a Competitive Advantage
ØDifferentiates the firm from its competitors.
ØCan create a sustainable competitive advantage.
ØRepresents the company’s focus on quality management to achieve continuous improvement and meet customers’ demand for quality.
The Role of Competitive Advantage (cont’d)
•Sustainable Competitive Advantage
ØContinuing over time to effectively exploit resources and develop core competencies that enable an organization to keep its edge over its industry competitors.
ØSustainable Competitive Advantage
ØContinuing over time to effectively exploit resources and develop core competencies that enable an organization to keep its edge over its industry competitors.

Five Competitive Forces
•Threat of New Entrants
ØThe ease or difficulty with which new competitors can enter an industry.
•Threat of Substitutes
ØThe extent to which switching costs and brand loyalty affect the likelihood of customers adopting substitutes products and services.
•Bargaining Power of Buyers
ØThe degree to which buyers have the market strength to hold sway over and influence competitors in an industry.
ØBargaining Power of Suppliers
ØThe relative number of buyers to suppliers and threats from substitutes and new entrants affect the buyer-supplier relationship.
ØCurrent Rivalry
ØIntensity among rivals increases when industry growth rates slow, demand falls, and product prices descend.

Types of Competitive Strategies
•Cost Leadership Strategy
ØSeeking to attain the lowest total overall costs relative to other industry competitors.
•Differentiation Strategy
ØAttempting to create a unique and distinctive product or service for which customers will pay a premium.
•Focus Strategy
ØUsing a cost or differentiation advantage to exploit a particular market segment rather a larger market.

Strategic Management Today
•Strategic Flexibility
•New Directions in Organizational Strategies
Øe-business
Øcustomer service
Øinnovation

Creating Strategic Flexibility

• Know what’s happening with strategies currently being used by monitoring and measuring results.
• Encourage employees to be open about disclosing and sharing negative information.
• Get new ideas and perspectives from outside the organization.
• Have multiple alternatives when making strategic decisions.
• Learn from mistakes.

How the Internet Has Changed Business
•The Internet allows businesses to:
ØCreate knowledge bases that employees can tap into anytime, anywhere.
ØTurn customers into collaborative partners who help design, test, and launch new products.
ØBecome virtually paperless in specific tasks such as purchasing and filing expense reports.
ØManage logistics in real time
ØChange the nature of work tasks throughout the organization.


Strategies for Applying e-Business Techniques
•Cost Leadership
ØOn-line activities: bidding, order processing, inventory control, recruitment and hiring
•Differentiation
ØInternet-based knowledge systems, on-line ordering and customer support
•Focus
ØChat rooms and discussion boards, targeted web sites

Customer Service Strategies
•Giving the customers what they want.
•Communicating effectively with them.
•Providing employees with customer service training.

Innovation Strategies
•Possible Events
ØRadical breakthroughs in products.
ØApplication of existing technology to new uses.
•Strategic Decisions about Innovation
ØBasic research
ØProduct development
ØProcess innovation
•First Mover
ØAn organization that brings a product innovation to market or use a new process innovations
ØAdvantages
ØReputation for being innovative and industry leader
ØCost and learning benefits
ØControl over scarce resources and keeping competitors from having access to them
ØOpportunity to begin building customer relationships and customer loyalty
ØDisadvantages
ØUncertainty over exact direction technology and market will go
ØRisk of competitors imitating innovations
ØFinancial and strategic risks
ØHigh development costs

Functional-Level Resource Management
•Functional-level strategy is the collective pattern of day-to-day decisions made and actions taken by managers and employees who are responsible for value-creating activities within a functional area
›Paying attention to the details
›Many companies are successful because of excellence at the functional level
•The following characteristics are essential:
›Decisions made within each function are consistent
›Decisions made within one function are consistent with decisions made within other functions
›Decisions made in all functional areas are consistent with and support the strategies of the business

Conducting a Functional Strategy Audit
•Marketing Strategy
›Target Customers—few vs. many, what groups, what regions
›Product Positioning—premium commodity, multi-use, specialty use
›Product Line Mix—a mix of complementary products
›Product Line Breadth—a full-line offering of products
›Pricing Strategies—discount, moderate, premium prices
›Promotion Practices—direct sales, advertising, direct mail, Internet
›Distribution Channels—few or many, sole contract responsibilities
›Customer Service Policies—flexibility, responsiveness, quality
›Product/Service Image –premium quality, good price, reliable
›Market Research—accuracy, frequency and methods for obtaining marketing information


Conducting a Functional Strategy Audit
•Operations Strategy
›Capacity Planning—lead demand to ensure availability or lag demand to achieve capacity utilization
›Facility Location—near suppliers, customers, labor, natural resources or transportation
›Facility Layout—continuous or intermittent flow
›Technology and Equipment Choices—degree of automation, use of computers and information technology
›Sourcing Arrangements—cooperative arrangements with a few vs. competitive bid
›Planning and Scheduling—make to stock, make to order, flexibility to customer requests
›Quality Assurance—acceptance sampling, process control, standards
›Workforce Policies—training levels, cross-training, rewards, use of teams

Areas of Interdependency and Potential Conflict Between Marketing and Operations
•Facility Size and Process Choice vs. Market Forecasts
•Facility Location vs. Market Planning
•Production Schedules vs. Forecasts, Orders and Promotions
•Operating Policies

• Information Systems Strategy
› Hardware—local area network (LAN), mainframe, minicomputer, internal systems, links to Internet
› Software—data processing, decision support, Web management, computer automated design (CAD), computer integrated manufacturing (CIM), just-in-time inventory
› Personnel—in-house experts, subcontracting or alliances
› Information Security—hardware, software, physical location and layout
› Disaster Recovery—off-site processing, backup procedures, virus protection and treatment
› Business Intelligence—management support, marketing, accounting, operations, R&D, human resources, finance
› Internet—uses of Internet in communications, marketing, resource acquisition, research or management

• R&D/Technology Strategy
› Research Focus—product, process, applications
› Research Orientation—leader, early follower, late follower
› Project Priorities—budget, quality, creativity, time
› Knowledge Creation—training, alliances and ventures, acquisitions, cross-functional teams
› Corporate Entrepreneurship—“seed money” grants, time off to develop a venture, management support, rewards for entrepreneurs, ideas come from everyone


•Human Resources Strategy
›Recruitment—entry level vs. experienced employees, colleges, technical schools, job services
›Selection—selection criteria and methods
›Nature of Work—part-time, full-time, or a combination, on site or off site, domestic or foreign
›Performance Appraisal—appraisal methods and frequency, link to rewards
›Salary and Wages—hourly, piece rate, commission, fixed, relationship to performance, competitiveness
›Other Compensation—stock ownership programs, bonuses
›Management Compensation—stock awards, stock options, bonuses linked to performance, perquisites, low interest loans
›Benefits—medical, dental and life insurance, paid leave, vacations, child care, health club
›Personnel Actions—disciplinary plans, outplacement, early retirements
›Training—types of training, availability of training to employees, tuition reimbursement

•Financial Strategy

›Sources of Capital—debt, equity, or internal financing
›Financial Reporting—frequency, type, government, shareholders, other stakeholders
›Capital Budgeting—system for distributing capital, minimum ROI for investments, payback
›Overhead Costs—allocation of overhead costs based on direct labor, machine use, sales volume, activity
›Financial Control—system to ensure accuracy of internal and external financial information, audits
›Returns to Shareholders—dividends policy, re-purchase of stock, treasury stock, stock splits
›Financial Targets—establishment of financial targets for functional areas and business units, method of reporting on progress

Problems with Capital Budgeting Systems
•Inaccurate Cost Data
•Base Comparisons
•Hurdle Rate
•Qualitative Factors

Introducing

Strategic management

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This article may need to be rewritten.Please discuss this issue on the talk page.
Strategic management is the art and science of formulating, implementing and evaluating cross-functional decisions that will enable an organization to achieve its objectives[1]. It is the process of specifying the organization's objectives, developing policies and plans to achieve these objectives, and allocating resources to implement the policies and plans to achieve the organization's objectives. Strategic management, therefore, combines the activities of the various functional areas of a business to achieve organizational objectives. It is the highest level of managerial activity, usually formulated by the Board of directors and performed by the organization's Chief Executive Officer (CEO) and executive team. Strategic management provides overall direction` to the enterprise and is closely related to the field of Organization Studies.
“Strategic management is an ongoing process that assesses the business and the industries in which the company is involved; assesses its competitors and sets goals and strategies to meet all existing and potential competitors; and then reassesses each strategy annually or quarterly [i.e. regularly] to determine how it has been implemented and whether it has succeeded or needs replacement by a new strategy to meet changed circumstances, new technology, new competitors, a new economic environment., or a new social, financial, or political environment.” (Lamb, 1984:ix)[2]
Strategic management is a combination of three main processes namely; 1) strategy formulation 2) strategy implementation and 3) strategy evaluation
Strategy formulation involves:
Performing a situation analysis, self-evaluation and competitor analysis: both internal and external; both micro-environmental and macro-environmental.
Concurrent with this assessment, objectives are set. This involves crafting vision statements (long term view of a possible future), mission statements (the role that the organization gives itself in society), overall corporate objectives (both financial and strategic), strategic business unit objectives (both financial and strategic), and tactical objectives.
These objectives should, in the light of the situation analysis, suggest a strategic plan. The plan provides the details of how to achieve these objectives.
This three-step strategy formulation process is sometimes referred to as determining where you are now, determining where you want to go, and then determining how to get there. These three questions are the essence of strategic planning. SWOT Analysis: I/O Economics for the external factors and RBV for the internal factors.
Strategy implementation involves:
Allocation of sufficient resources (financial, personnel, time, technology support)
Establishing a chain of command or some alternative structure (such as cross functional teams)
Assigning responsibility of specific tasks or processes to specific individuals or groups
It also involves managing the process. This includes monitoring results, comparing to benchmarks and best practices, evaluating the efficacy and efficiency of the process, controlling for variances, and making adjustments to the process as necessary.
When implementing specific programs, this involves acquiring the requisite resources, developing the process, training, process testing, documentation, and integration with (and/or conversion from) legacy processes.
Strategy evaluation involves:
Measuring the effectiveness of the organizational strategy.

Contents
[hide]
1 General approaches
2 The strategy hierarchy
3 Historical development of strategic management
3.1 Birth of strategic management
3.2 Growth and portfolio theory
3.3 The marketing revolution
3.4 The Japanese challenge
3.5 Gaining competitive advantage
3.6 The military theorists
3.7 Strategic change
3.8 Information and technology driven strategy
4 The psychology of strategic management
5 Reasons why strategic plans fail
6 Criticisms of strategic management
7 Journals devoted primarily to strategic management
8 Magazines that frequently contain strategic management articles
9 See also
10 References
11 External links
//
[edit] General approaches
In general terms, there are two main approaches, which are opposite but complement each other in some ways, to strategic management:
The Industrial Organization Approach
based on economic theory — deals with issues like competitive rivalry, resource allocation, economies of scale
assumptions — rationality, self discipline behaviour, profit maximization
The Sociological Approach
deals primarily with human interactions
assumptions — bounded rationality, satisfying behaviour, profit sub-optimality. An example of a company that currently operates this way is Google
Strategic management techniques can be viewed as bottom-up, top-down, or collaborative processes. In the bottom-up approach, employees submit proposals to their managers who, in turn, funnel the best ideas further up the organization. This is often accomplished by a capital budgeting process. Proposals are assessed using financial criteria such as return on investment or cost-benefit analysis. The proposals that are approved form the substance of a new strategy, all of which is done without a grand strategic design or a strategic architect. The top-down approach is the most common by far. In it, the CEO, possibly with the assistance of a strategic planning team, decides on the overall direction the company should take. Some organizations are starting to experiment with collaborative strategic planning techniques that recognize the emergent nature of strategic decisions.
[edit] The strategy hierarchy
In most (large) corporations there are several levels of strategy. Strategic management is the highest in the sense that it is the broadest, applying to all parts of the firm. It gives direction to corporate values, corporate culture, corporate goals, and corporate missions. Under this broad corporate strategy there are often functional or business unit strategies.
Functional strategies include marketing strategies, new product development strategies, human resource strategies, financial strategies, legal strategies, and information technology management strategies. The emphasis is on short and medium term plans and is limited to the domain of each department’s functional responsibility. Each functional department attempts to do its part in meeting overall corporate objectives, and hence to some extent their strategies are derived from broader corporate strategies.
Many companies feel that a functional organizational structure is not an efficient way to organize activities so they have reengineered according to processes or strategic business units (called SBUs). A strategic business unit is a semi-autonomous unit within an organization. It is usually responsible for its own budgeting, new product decisions, hiring decisions, and price setting. An SBU is treated as an internal profit centre by corporate headquarters. Each SBU is responsible for developing its business strategies, strategies that must be in tune with broader corporate strategies.
The “lowest” level of strategy is operational strategy. It is very narrow in focus and deals with day-to-day operational activities such as scheduling criteria. It must operate within a budget but is not at liberty to adjust or create that budget. Operational level strategy was encouraged by Peter Drucker in his theory of management by objectives (MBO). Operational level strategies are informed by business level strategies which, in turn, are informed by corporate level strategies. Business strategy, which refers to the aggregated operational strategies of single business firm or that of an SBU in a diversified corporation refers to the way in which a firm competes in its chosen arenas.
Corporate strategy, then, refers to the overarching strategy of the diversified firm. Such corporate strategy answers the questions of "in which businesses should we compete?" and "how does being in one business add to the competitive advantage of another portfolio firm, as well as the competitive advantage of the corporation as a whole?"
Since the turn of the millennium, there has been a tendency in some firms to revert to a simpler strategic structure. This is being driven by information technology. It is felt that knowledge management systems should be used to share information and create common goals. Strategic divisions are thought to hamper this process. Most recently, this notion of strategy has been captured under the rubric of dynamic strategy, popularized by the strategic management textbook authored by Carpenter and Sanders [1]. This work builds on that of Brown and Eisenhart as well as Christensen and portrays firm strategy, both business and corporate, as necessarily embracing ongoing strategic change, and the seamless integration of strategy formulation and implementation. Such change and implementation are usually built into the strategy through the staging and pacing facets.
[edit] Historical development of strategic management
[edit] Birth of strategic management
Strategic management as a discipline originated in the 1950s and 60s. Although there were numerous early contributors to the literature, the most influential pioneers were Alfred D. Chandler, Jr., Philip Selznick, Igor Ansoff, and Peter Drucker.
Alfred Chandler recognized the importance of coordinating the various aspects of management under one all-encompassing strategy. Prior to this time the various functions of management were separate with little overall coordination or strategy. Interactions between functions or between departments were typically handled by a boundary position, that is, there were one or two managers that relayed information back and forth between two departments. Chandler also stressed the importance of taking a future looking long term perspective. In his 1962 groundbreaking work Strategy and Structure, Chandler showed that a long-term coordinated strategy was necessary to give a company structure, direction, and focus. He says it concisely, “structure follows strategy.”[3]
In 1957, Philip Selznick introduced the idea of matching the organization's internal factors with external environmental circumstances.[4] This core idea was developed into what we now call SWOT analysis by Learned, Andrews, and others at the Harvard Business School General Management Group. Strengths and weaknesses of the firm are assessed in light of the opportunities and threats from the business environment.
Igor Ansoff built on Chandler's work by adding a range of strategic concepts and inventing a whole new vocabulary. He developed a strategy grid that compared market penetration strategies, product development strategies, market development strategies and horizontal and vertical integration and diversification strategies. He felt that management could use these strategies to systematically prepare for future opportunities and challenges. In his 1965 classic Corporate Strategy, he developed the “gap analysis” still used today in which we must understand the gap between where we are currently and where we would like to be, then develop what he called “gap reducing actions”.[5]
Peter Drucker was a prolific strategy theorist, author of dozens of management books, with a career spanning five decades. His contributions to strategic management were many but two are most important. Firstly, he stressed the importance of objectives. An organization without clear objectives is like a ship without a rudder. As early as 1954 he was developing a theory of management based on objectives.[6] This evolved into his theory of management by objectives (MBO). According to Drucker, the procedure of setting objectives and monitoring your progress towards them should permeate the entire organization, top to bottom. His other seminal contribution was in predicting the importance of what today we would call intellectual capital. He predicted the rise of what he called the “knowledge worker” and explained the consequences of this for management. He said that knowledge work is non-hierarchical. Work would be carried out in teams with the person most knowledgeable in the task at hand being the temporary leader.
In 1985, Ellen-Earle Chaffee summarized what she thought were the main elements of strategic management theory by the 1970s:[7]
Strategic management involves adapting the organization to its business environment.
Strategic management is fluid and complex. Change creates novel combinations of circumstances requiring unstructured non-repetitive responses.
Strategic management affects the entire organization by providing direction.
Strategic management involves both strategy formation (he called it content) and also strategy implementation (he called it process).
Strategic management is partially planned and partially unplanned.
Strategic management is done at several levels: overall corporate strategy, and individual business strategies.
Strategic management involves both conceptual and analytical thought processes.
[edit] Growth and portfolio theory
In the 1970s much of strategic management dealt with size, growth, and portfolio theory. The PIMS study was a long term study, started in the 1960s and lasted for 19 years, that attempted to understand the Profit Impact of Marketing Strategies (PIMS), particularly the effect of market share. Started at General Electric, moved to Harvard in the early 1970s, and then moved to the Strategic Planning Institute in the late 1970s, it now contains decades of information on the relationship between profitability and strategy. Their initial conclusion was unambiguous: The greater a company's market share, the greater will be their rate of profit. The high market share provides volume and economies of scale. It also provides experience and learning curve advantages. The combined effect is increased profits.[8] The studies conclusions continue to be drawn on by academics and companies today: "PIMS provides compelling quantitative evidence as to which business strategies work and don't work" - Tom Peters.
The benefits of high market share naturally lead to an interest in growth strategies. The relative advantages of horizontal integration, vertical integration, diversification, franchises, mergers and acquisitions, joint ventures, and organic growth were discussed. The most appropriate market dominance strategies were assessed given the competitive and regulatory environment.
There was also research that indicated that a low market share strategy could also be very profitable. Schumacher (1973),[9] Woo and Cooper (1982),[10] Levenson (1984),[11] and later Traverso (2002)[12] showed how smaller niche players obtained very high returns.
By the early 1980s the paradoxical conclusion was that high market share and low market share companies were often very profitable but most of the companies in between were not. This was sometimes called the “hole in the middle” problem. This anomaly would be explained by Michael Porter in the 1980s.
The management of diversified organizations required new techniques and new ways of thinking. The first CEO to address the problem of a multi-divisional company was Alfred Sloan at General Motors. GM was decentralized into semi-autonomous “strategic business units” (SBU's), but with centralized support functions.
One of the most valuable concepts in the strategic management of multi-divisional companies was portfolio theory. In the previous decade Harry Markowitz and other financial theorists developed the theory of portfolio analysis. It was concluded that a broad portfolio of financial assets could reduce specific risk. In the 1970s marketers extended the theory to product portfolio decisions and managerial strategists extended it to operating division portfolios. Each of a company’s operating divisions were seen as an element in the corporate portfolio. Each operating division (also called strategic business units) was treated as a semi-independent profit center with its own revenues, costs, objectives, and strategies. Several techniques were developed to analyze the relationships between elements in a portfolio. B.C.G. Analysis, for example, was developed by the Boston Consulting Group in the early 1970s. This was the theory that gave us the wonderful image of a CEO sitting on a stool milking a cash cow. Shortly after that the G.E. multi factoral model was developed by General Electric. Companies continued to diversify until the 1980s when it was realized that in many cases a portfolio of operating divisions was worth more as separate completely independent companies.
[edit] The marketing revolution
The 1970s also saw the rise of the marketing oriented firm. From the beginnings of capitalism it was assumed that the key requirement of business success was a product of high technical quality. If you produced a product that worked well and was durable, it was assumed you would have no difficulty selling them at a profit. This was called the production orientation and it was generally true that good products could be sold without effort. encapsulated in the saying "Build a better mousetrap and the world will beat a path to your door." This was largely due to the growing numbers of affluent and middle class people that capitalism had created. But after the untapped demand caused by the second world war was saturated in the 1950s it became obvious that products were not selling as easily as they had been. The answer was to concentrate on selling. The 1950s and 1960s is known as the sales era and the guiding philosophy of business of the time is today called the sales orientation. In the early 1970s Theodore Levitt and others at Harvard argued that the sales orientation had things backward. They claimed that instead of producing products then trying to sell them to the customer, businesses should start with the customer, find out what they wanted, and then produce it for them. The customer became the driving force behind all strategic business decisions. This marketing orientation, in the decades since its introduction, has been reformulated and repackaged under numerous names including customer orientation, marketing philosophy, customer intimacy, customer focus, customer driven, and market focused.
[edit] The Japanese challenge
By the late 70s people had started to notice how successful Japanese industry had become. In industry after industry, including steel, watches, ship building, cameras, autos, and electronics, the Japanese were surpassing American and European companies. Westerners wanted to know why. Numerous theories purported to explain the Japanese success including:
Higher employee morale, dedication, and loyalty;
Lower cost structure, including wages;
Effective government industrial policy;
Modernization after WWII leading to high capital intensity and productivity;
Economies of scale associated with increased exporting;
Relatively low value of the Yen leading to low interest rates and capital costs, low dividend expectations, and inexpensive exports;
Superior quality control techniques such as Total Quality Management and other systems introduced by W. Edwards Deming in the 1950s and 60s.[13]
Although there was some truth to all these potential explanations, there was clearly something missing. In fact by 1980 the Japanese cost structure was higher than the American. And post WWII reconstruction was nearly 40 years in the past. The first management theorist to suggest an explanation was Richard Pascale.
In 1981 Richard Pascale and Anthony Athos in The Art of Japanese Management claimed that the main reason for Japanese success was their superior management techniques.[14] They divided management into 7 aspects (which are also known as McKinsey 7S Framework): Strategy, Structure, Systems, Skills, Staff, Style, and Subordinate goals (which we would now call shared values). The first three of the 7 S's were called hard factors and this is where American companies excelled. The remaining four factors (skills, staff, style, and shared values) were called soft factors and were not well understood by American businesses of the time (for details on the role of soft and hard factors see Wickens P.D. 1995.) Americans did not yet place great value on corporate culture, shared values and beliefs, and social cohesion in the workplace. In Japan the task of management was seen as managing the whole complex of human needs, economic, social, psychological, and spiritual. In America work was seen as something that was separate from the rest of one's life. It was quite common for Americans to exhibit a very different personality at work compared to the rest of their lives. Pascale also highlighted the difference between decision making styles; hierarchical in America, and consensus in Japan. He also claimed that American business lacked long term vision, preferring instead to apply management fads and theories in a piecemeal fashion.
One year later The Mind of the Strategist was released in America by Kenichi Ohmae, the head of McKinsey & Co.'s Tokyo office.[15] (It was originally published in Japan in 1975.) He claimed that strategy in America was too analytical. Strategy should be a creative art: It is a frame of mind that requires intuition and intellectual flexibility. He claimed that Americans constrained their strategic options by thinking in terms of analytical techniques, rote formula, and step-by-step processes. He compared the culture of Japan in which vagueness, ambiguity, and tentative decisions were acceptable, to American culture that valued fast decisions.
Also in 1982 Tom Peters and Robert Waterman released a study that would respond to the Japanese challenge head on.[16] Peters and Waterman, who had several years earlier collaborated with Pascale and Athos at McKinsey & Co. asked “What makes an excellent company?”. They looked at 62 companies that they thought were fairly successful. Each was subject to six performance criteria. To be classified as an excellent company, it had to be above the 50th percentile in 4 of the 6 performance metrics for 20 consecutive years. Forty-three companies passed the test. They then studied these successful companies and interviewed key executives. They concluded in In Search of Excellence that there were 8 keys to excellence that were shared by all 43 firms. They are:
A bias for action — Do it. Try it. Don’t waste time studying it with multiple reports and committees.
Customer focus — Get close to the customer. Know your customer.
Entrepreneurship — Even big companies act and think small by giving people the authority to take initiatives.
Productivity through people — Treat your people with respect and they will reward you with productivity.
Value oriented CEOs — The CEO should actively propagate corporate values throughout the organization.
Stick to the knitting — Do what you know well.
Keep things simple and lean — Complexity encourages waste and confusion.
Simultaneously centralized and decentralized — Have tight centralized control while also allowing maximum individual autonomy.
The basic blueprint on how to compete against the Japanese had been drawn. But as J.E. Rehfeld (1994) explains it is not a straight forward task due to differences in culture.[17] A certain type of alchemy was required to transform knowledge from various cultures into a management style that allows a specific company to compete in a globally diverse world. He says, for example, that Japanese style kaizen (continuous improvement) techniques, although suitable for people socialized in Japanese culture, have not been successful when implemented in the U.S. unless they are modified significantly.
[edit] Gaining competitive advantage
The Japanese challenge shook the confidence of the western business elite, but detailed comparisons of the two management styles and examinations of successful businesses convinced westerners that they could overcome the challenge. The 1980s and early 1990s saw a plethora of theories explaining exactly how this could be done. They cannot all be detailed here, but some of the more important strategic advances of the decade are explained below.
Gary Hamel and C. K. Prahalad declared that strategy needs to be more active and interactive; less “arm-chair planning” was needed. They introduced terms like strategic intent and strategic architecture.[18][19] Their most well known advance was the idea of core competency. They showed how important it was to know the one or two key things that your company does better than the competition.[20]
Active strategic management required active information gathering and active problem solving. In the early days of Hewlett-Packard (H-P), Dave Packard and Bill Hewlett devised an active management style that they called Management By Walking Around (MBWA). Senior H-P managers were seldom at their desks. They spent most of their days visiting employees, customers, and suppliers. This direct contact with key people provided them with a solid grounding from which viable strategies could be crafted. The MBWA concept was popularized in 1985 by a book by Tom Peters and Nancy Austin.[21] Japanese managers employ a similar system, which originated at Honda, and is sometimes called the 3 G's (Genba, Genbutsu, and Genjitsu, which translate into “actual place”, “actual thing”, and “actual situation”).
Probably the most influential strategist of the decade was Michael Porter. He introduced many new concepts including; 5 forces analysis, generic strategies, the value chain, strategic groups, and clusters. In 5 forces analysis he identifies the forces that shape a firm's strategic environment. It is like a SWOT analysis with structure and purpose. It shows how a firm can use these forces to obtain a sustainable competitive advantage. Porter modifies Chandler's dictum about structure following strategy by introducing a second level of structure: Organizational structure follows strategy, which in turn follows industry structure. Porter's generic strategies detail the interaction between cost minimization strategies, product differentiation strategies, and market focus strategies. Although he did not introduce these terms, he showed the importance of choosing one of them rather than trying to position your company between them. He also challenged managers to see their industry in terms of a value chain. A firm will be successful only to the extent that it contributes to the industry's value chain. This forced management to look at its operations from the customer's point of view. Every operation should be examined in terms of what value it adds in the eyes of the final customer.
In 1993, John Kay took the idea of the value chain to a financial level claiming “ Adding value is the central purpose of business activity”, where adding value is defined as the difference between the market value of outputs and the cost of inputs including capital, all divided by the firm's net output. Borrowing from Gary Hamel and Michael Porter, Kay claims that the role of strategic management is to identify your core competencies, and then assemble a collection of assets that will increase value added and provide a competitive advantage. He claims that there are 3 types of capabilities that can do this; innovation, reputation, and organizational structure.
The 1980s also saw the widespread acceptance of positioning theory. Although the theory originated with Jack Trout in 1969, it didn’t gain wide acceptance until Al Ries and Jack Trout wrote their classic book “Positioning: The Battle For Your Mind” (1979). The basic premise is that a strategy should not be judged by internal company factors but by the way customers see it relative to the competition. Crafting and implementing a strategy involves creating a position in the mind of the collective consumer. Several techniques were applied to positioning theory, some newly invented but most borrowed from other disciplines. Perceptual mapping for example, creates visual displays of the relationships between positions. Multidimensional scaling, discriminant analysis, factor analysis, and conjoint analysis are mathematical techniques used to determine the most relevant characteristics (called dimensions or factors) upon which positions should be based. Preference regression can be used to determine vectors of ideal positions and cluster analysis can identify clusters of positions.
Others felt that internal company resources were the key. In 1992, Jay Barney, for example, saw strategy as assembling the optimum mix of resources, including human, technology, and suppliers, and then configure them in unique and sustainable ways.[22]
Michael Hammer and James Champy felt that these resources needed to be restructured.[23] This process, that they labeled reengineering, involved organizing a firm's assets around whole processes rather than tasks. In this way a team of people saw a project through, from inception to completion. This avoided functional silos where isolated departments seldom talked to each other. It also eliminated waste due to functional overlap and interdepartmental communications.
In 1989 Richard Lester and the researchers at the MIT Industrial Performance Center identified seven best practices and concluded that firms must accelerate the shift away from the mass production of low cost standardized products. The seven areas of best practice were:[24]
Simultaneous continuous improvement in cost, quality, service, and product innovation
Breaking down organizational barriers between departments
Eliminating layers of management creating flatter organizational hierarchies.
Closer relationships with customers and suppliers
Intelligent use of new technology
Global focus
Improving human resource skills
The search for “best practices” is also called benchmarking.[25] This involves determining where you need to improve, finding an organization that is exceptional in this area, then studying the company and applying its best practices in your firm.
A large group of theorists felt the area where western business was most lacking was product quality. People like W. Edwards Deming,[26] Joseph M. Juran,[27] A. Kearney,[28] Philip Crosby,[29] and Armand Feignbaum[30] suggested quality improvement techniques like Total Quality Management (TQM), continuous improvement, lean manufacturing, Six Sigma, and Return on Quality (ROQ).
An equally large group of theorists felt that poor customer service was the problem. People like James Heskett (1988),[31] Earl Sasser (1995), William Davidow,[32] Len Schlesinger,[33] A. Paraurgman (1988), Len Berry,[34] Jane Kingman-Brundage,[35] Christopher Hart, and Christopher Lovelock (1994), gave us fishbone diagramming, service charting, Total Customer Service (TCS), the service profit chain, service gaps analysis, the service encounter, strategic service vision, service mapping, and service teams. Their underlying assumption was that there is no better source of competitive advantage than a continuous stream of delighted customers.
Process management uses some of the techniques from product quality management and some of the techniques from customer service management. It looks at an activity as a sequential process. The objective is to find inefficiencies and make the process more effective. Although the procedures have a long history, dating back to Taylorism, the scope of their applicability has been greatly widened, leaving no aspect of the firm free from potential process improvements. Because of the broad applicability of process management techniques, they can be used as a basis for competitive advantage.
Some realized that businesses were spending much more on acquiring new customers than on retaining current ones. Carl Sewell,[36] Frederick Reicheld,[37] C. Gronroos,[38] and Earl Sasser[39] showed us how a competitive advantage could be found in ensuring that customers returned again and again. This has come to be known as the loyalty effect after Reicheld's book of the same name in which he broadens the concept to include employee loyalty, supplier loyalty, distributor loyalty, and shareholder loyalty. They also developed techniques for estimating the lifetime value of a loyal customer, called customer lifetime value (CLV). A significant movement started that attempted to recast selling and marketing techniques into a long term endeavor that created a sustained relationship with customers (called relationship selling, relationship marketing, and customer relationship management). Customer relationship management (CRM) software (and its many variants) became an integral tool that sustained this trend.
James Gilmore and Joseph Pine found competitive advantage in mass customization.[40] Flexible manufacturing techniques allowed businesses to individualize products for each customer without losing economies of scale. This effectively turned the product into a service. They also realized that if a service is mass customized by creating a “performance” for each individual client, that service would be transformed into an “experience”. Their book, The Experience Economy,[41] along with the work of Bernd Schmitt convinced many to see service provision as a form of theatre. This school of thought is sometimes referred to as customer experience management (CEM).
Like Peters and Waterman a decade earlier, James Collins and Jerry Porras spent years conducting empirical research on what makes great companies. Six years of research uncovered a key underlying principle behind the 19 successful companies that they studied: They all encourage and preserve a core ideology that nurtures the company. Even though strategy and tactics change daily, the companies, nevertheless, were able to maintain a core set of values. These core values encourage employees to build an organization that lasts. In Built To Last (1994) they claim that short term profit goals, cost cutting, and restructuring will not stimulate dedicated employees to build a great company that will endure.[42] In 2000 Collins coined the term “built to flip” to describe the prevailing business attitudes in Silicon Valley. It describes a business culture where technological change inhibits a long term focus. He also popularized the concept of the BHAG (Big Hairy Audacious Goal).
Arie de Geus (1997) undertook a similar study and obtained similar results. He identified four key traits of companies that had prospered for 50 years or more. They are:
Sensitivity to the business environment — the ability to learn and adjust
Cohesion and identity — the ability to build a community with personality, vision, and purpose
Tolerance and decentralization — the ability to build relationships
Conservative financing
A company with these key characteristics he called a living company because it is able to perpetuate itself. If a company emphasizes knowledge rather than finance, and sees itself as an ongoing community of human being, it has the potential to become great and endure for decades. Such an organization is an organic entity capable of learning (he called it a “learning organization”) and capable of creating its own processes, goals, and persona.
Jordan Lewis finds competitive advantage in alliance strategies.[43] Rather than seeing distributors, suppliers, firms in related industries, and even competitors as potential threats or targets for vertical integration, they should be seen as potential assistants or partners. He explains how mutual respect and trust is the cornerstone of this approach and describes how this can be fostered at the interpersonal relationship level.
[edit] The military theorists
In the 1980s some business strategists realized that there was a vast knowledge base stretching back thousands of years that they had barely examined. They turned to military strategy for guidance. Military strategy books such as The Art of War by Sun Tzu, On War by von Clausewitz, and The Red Book by Mao Tse Tung became instant business classics. From Sun Tzu they learned the tactical side of military strategy and specific tactical prescriptions. From Von Clausewitz they learned the dynamic and unpredictable nature of military strategy. From Mao Tse Tung they learned the principles of guerrilla warfare. The main marketing warfare books were:
Business War Games by Barrie James, 1984
Marketing Warfare by Al Ries and Jack Trout, 1986
Leadership Secrets of Attila the Hun by Wess Roberts, 1987
Philip Kotler was a well-known proponent of marketing warfare strategy.
There were generally thought to be four types of business warfare theories. They are:
Offensive marketing warfare strategies
Defensive marketing warfare strategies
Flanking marketing warfare strategies
Guerrilla marketing warfare strategies
The marketing warfare literature also examined leadership and motivation, intelligence gathering, types of marketing weapons, logistics, and communications.
By the turn of the century marketing warfare strategies had gone out of favour. It was felt that they were limiting. There were many situations in which non-confrontational approaches were more appropriate. The “Strategy of the Dolphin” was developed in the mid 1990s to give guidance as to when to use aggressive strategies and when to use passive strategies. A variety of aggressiveness strategies were developed.
In 1993, J. Moore used a similar metaphor.[44] Instead of using military terms, he created an ecological theory of predators and prey (see ecological model of competition), a sort of Darwinian management strategy in which market interactions mimic long term ecological stability.
[edit] Strategic change
In 1970, Alvin Toffler in Future Shockdescribed a trend towards accelerating rates of change.[45] He illustrated how social and technological norms had shorter lifespans with each generation, and he questioned society's ability to cope with the resulting turmoil and anxiety. In past generations periods of change were always punctuated with times of stability. This allowed society to assimilate the change and deal with it before the next change arrived. But these periods of stability are getting shorter and by the late 20th century had all but disappeared. In 1980 in The Third Wave, Toffler characterized this shift to relentless change as the defining feature of the third phase of civilization (the first two phases being the agricultural and industrial waves).[46] He claimed that the dawn of this new phase will cause great anxiety for those that grew up in the previous phases, and will cause much conflict and opportunity in the business world. Hundreds of authors, particularly since the early 1990s, have attempted to explain what this means for business strategy.
In 1997, Watts Waker and Jim Taylor called this upheaval a "500 year delta."[47] They claimed these major upheavals occur every 5 centuries. They said we are currently making the transition from the “Age of Reason” to a new chaotic Age of Access. Jeremy Rifkin (2000) popularized and expanded this term, “age of access” three years later in his book of the same name.[48]
In 1968, Peter Drucker (1969) coined the phrase Age of Discontinuity to describe the way change forces disruptions into the continuity of our lives.[49] In an age of continuity attempts to predict the future by extrapolating from the past can be somewhat accurate. But according to Drucker, we are now in an age of discontinuity and extrapolating from the past is hopelessly ineffective. We cannot assume that trends that exist today will continue into the future. He identifies four sources of discontinuity: new technologies, globalization, cultural pluralism, and knowledge capital.
In 2000, Gary Hamel discussed strategic decay, the notion that the value of all strategies, no matter how brilliant, decays over time.[50]
In 1978, Dereck Abell (Abell, D. 1978) described strategic windows and stressed the importance of the timing (both entrance and exit) of any given strategy. This has led some strategic planners to build planned obsolescence into their strategies.[51]
In 1989, Charles Handy identified two types of change.[52] Strategic drift is a gradual change that occurs so subtly that it is not noticed until it is too late. By contrast, transformational change is sudden and radical. It is typically caused by discontinuities (or exogenous shocks) in the business environment. The point where a new trend is initiated is called a strategic inflection point by Andy Grove. Inflection points can be subtle or radical.
In 2000, Malcolm Gladwell discussed the importance of the tipping point, that point where a trend or fad acquires critical mass and takes off.[53]
In 1983, Noel Tichy recognized that because we are all beings of habit we tend to repeat what we are comfortable with.[54] He wrote that this is a trap that constrains our creativity, prevents us from exploring new ideas, and hampers our dealing with the full complexity of new issues. He developed a systematic method of dealing with change that involved looking at any new issue from three angles: technical and production, political and resource allocation, and corporate culture.
In 1990, Richard Pascale (Pascale, R. 1990) wrote that relentless change requires that businesses continuously reinvent themselves.[55] His famous maxim is “Nothing fails like success” by which he means that what was a strength yesterday becomes the root of weakness today, We tend to depend on what worked yesterday and refuse to let go of what worked so well for us in the past. Prevailing strategies become self-confirming. In order to avoid this trap, businesses must stimulate a spirit of inquiry and healthy debate. They must encourage a creative process of self renewal based on constructive conflict.
In 1996, Art Kleiner (1996) claimed that to foster a corporate culture that embraces change, you have to hire the right people; heretics, heroes, outlaws, and visionaries[56]. The conservative bureaucrat that made such a good middle manager in yesterday’s hierarchical organizations is of little use today. A decade earlier Peters and Austin (1985) had stressed the importance of nurturing champions and heroes. They said we have a tendency to dismiss new ideas, so to overcome this, we should support those few people in the organization that have the courage to put their career and reputation on the line for an unproven idea.
In 1996, Adrian Slywotsky showed how changes in the business environment are reflected in value migrations between industries, between companies, and within companies.[57] He claimed that recognizing the patterns behind these value migrations is necessary if we wish to understand the world of chaotic change. In “Profit Patterns” (1999) he described businesses as being in a state of strategic anticipation as they try to spot emerging patterns. Slywotsky and his team identified 30 patterns that have transformed industry after industry.[58]
In 1997, Clayton Christensen (1997) took the position that great companies can fail precisely because they do everything right since the capabilities of the organization also defines its disabilities.[59] Christensen's thesis is that outstanding companies lose their market leadership when confronted with disruptive technology. He called the approach to discovering the emerging markets for disruptive technologies agnostic marketing, i.e., marketing under the implicit assumption that no one - not the company, not the customers - can know how or in what quantities a disruptive product can or will be used before they have experience using it.
A number of strategists use scenario planning techniques to deal with change. Kees van der Heijden (1996), for example, says that change and uncertainty make “optimum strategy” determination impossible. We have neither the time nor the information required for such a calculation. The best we can hope for is what he calls “the most skillful process”.[60] The way Peter Schwartz put it in 1991 is that strategic outcomes cannot be known in advance so the sources of competitive advantage cannot be predetermined.[61] The fast changing business environment is too uncertain for us to find sustainable value in formulas of excellence or competitive advantage. Instead, scenario planning is a technique in which multiple outcomes can be developed, their implications assessed, and their likeliness of occurrence evaluated. According to Pierre Wack, scenario planning is about insight, complexity, and subtlety, not about formal analysis and numbers.[62]
In 1988, Henry Mintzberg looked at the changing world around him and decided it was time to reexamine how strategic management was done.[63][64] He examined the strategic process and concluded it was much more fluid and unpredictable than people had thought. Because of this, he could not point to one process that could be called strategic planning. Instead he concludes that there are five types of strategies. They are:
Strategy as plan - a direction, guide, course of action - intention rather than actual
Strategy as ploy - a maneuver intended to outwit a competitor
Strategy as pattern - a consistent pattern of past behaviour - realized rather than intended
Strategy as position - locating of brands, products, or companies within the conceptual framework of consumers or other stakeholders - strategy determined primarily by factors outside the firm
Strategy as perspective - strategy determined primarily by a master strategist
In 1998, Mintzberg developed these five types of management strategy into 10 “schools of thought”. These 10 schools are grouped into three categories. The first group is prescriptive or normative. It consists of the informal design and conception school, the formal planning school, and the analytical positioning school. The second group, consisting of six schools, is more concerned with how strategic management is actually done, rather than prescribing optimal plans or positions. The six schools are the entrepreneurial, visionary, or great leader school, the cognitive or mental process school, the learning, adaptive, or emergent process school, the power or negotiation school, the corporate culture or collective process school, and the business environment or reactive school. The third and final group consists of one school, the configuration or transformation school, an hybrid of the other schools organized into stages, organizational life cycles, or “episodes”.[65]
In 1999, Constantinos Markides also wanted to reexamine the nature of strategic planning itself.[66] He describes strategy formation and implementation as an on-going, never-ending, integrated process requiring continuous reassessment and reformation. Strategic management is planned and emergent, dynamic, and interactive. J. Moncrieff (1999) also stresses strategy dynamics.[67] He recognized that strategy is partially deliberate and partially unplanned. The unplanned element comes from two sources: emergent strategies (result from the emergence of opportunities and threats in the environment) and Strategies in action (ad hoc actions by many people from all parts of the organization).
Some business planners are starting to use a complexity theory approach to strategy. Complexity can be thought of as chaos with a dash of order. Chaos theory deals with turbulent systems that rapidly become disordered. Complexity is not quite so unpredictable. It involves multiple agents interacting in such a way that a glimpse of structure may appear. Axelrod, R.,[68] Holland, J.,[69] and Kelly, S. and Allison, M.A.,[70] call these systems of multiple actions and reactions complex adaptive systems. Axelrod asserts that rather than fear complexity, business should harness it. He says this can best be done when “there are many participants, numerous interactions, much trial and error learning, and abundant attempts to imitate each others' successes”. In 2000, E. Dudik wrote that an organization must develop a mechanism for understanding the source and level of complexity it will face in the future and then transform itself into a complex adaptive system in order to deal with it.[71]
[edit] Information and technology driven strategy
Peter Drucker had theorized the rise of the “knowledge worker” back in the 1950s. He described how fewer workers would be doing physical labour, and more would be applying their minds. In 1984, John Nesbitt theorized that the future would be driven largely by information: companies that managed information well could obtain an advantage, however the profitability of what he calls the “information float” (information that the company had and others desired) would all but disappear as inexpensive computers made information more accessible.
Daniel Bell (1985) examined the sociological consequences of information technology, while Gloria Schuck and Shoshana Zuboff looked at psychological factors.[72] Zuboff, in her five year study of eight pioneering corporations made the important distinction between “automating technologies” and “infomating technologies”. She studied the effect that both had on individual workers, managers, and organizational structures. She largely confirmed Peter Drucker's predictions three decades earlier, about the importance of flexible decentralized structure, work teams, knowledge sharing, and the central role of the knowledge worker. Zuboff also detected a new basis for managerial authority, based not on position or hierarchy, but on knowledge (also predicted by Drucker) which she called “participative management”.[73]
In 1990, Peter Senge, who had collaborated with Arie de Geus at Dutch Shell, borrowed de Geus' notion of the learning organization, expanded it, and popularized it. The underlying theory is that a company's ability to gather, analyze, and use information is a necessary requirement for business success in the information age. (See organizational learning.) In order to do this, Senge claimed that an organization would need to be structured such that:[74]
People can continuously expand their capacity to learn and be productive,
New patterns of thinking are nurtured,
Collective aspirations are encouraged, and
People are encouraged to see the “whole picture” together.
Senge identified five components of a learning organization. They are:
Personal responsibility, self reliance, and mastery — We accept that we are the masters of our own destiny. We make decisions and live with the consequences of them. When a problem needs to be fixed, or an opportunity exploited, we take the initiative to learn the required skills to get it done.
Mental models — We need to explore our personal mental models to understand the subtle effect they have on our behaviour.
Shared vision — The vision of where we want to be in the future is discussed and communicated to all. It provides guidance and energy for the journey ahead.
Team learning — We learn together in teams. This involves a shift from “a spirit of advocacy to a spirit of enquiry”.
Systems thinking — We look at the whole rather than the parts. This is what Senge calls the “Fifth discipline”. It is the glue that integrates the other four into a coherent strategy. For an alternative approach to the “learning organization”, see Garratt, B. (1987).
Since 1990 many theorists have written on the strategic importance of information, including J.B. Quinn,[75] J. Carlos Jarillo,[76] D.L. Barton,[77] Manuel Castells,[78] J.P. Lieleskin,[79] Thomas Stewart,[80] K.E. Sveiby,[81] Gilbert J. Probst,[82] and Shapiro and Varian[83] to name just a few.
Thomas Stewart, for example, uses the term intellectual capital to describe the investment an organization makes in knowledge. It is comprised of human capital (the knowledge inside the heads of employees), customer capital (the knowledge inside the heads of customers that decide to buy from you), and structural capital (the knowledge that resides in the company itself).
Manuel Castells, describes a network society characterized by: globalization, organizations structured as a network, instability of employment, and a social divide between those with access to information technology and those without.
Stan Davis and Christopher Meyer (1998) have combined three variables to define what they call the BLUR equation. The speed of change, Internet connectivity, and intangible knowledge value, when multiplied together yields a society's rate of BLUR. The three variables interact and reinforce each other making this relationship highly non-linear.
Regis McKenna posits that life in the high tech information age is what he called a “real time experience”. Events occur in real time. To ever more demanding customers “now” is what matters. Pricing will more and more become variable pricing changing with each transaction, often exhibiting first degree price discrimination. Customers expect immediate service, customized to their needs, and will be prepared to pay a premium price for it. He claimed that the new basis for competition will be time based competition.[84]
Geoffrey Moore (1991) and R. Frank and P. Cook[85] also detected a shift in the nature of competition. In industries with high technology content, technical standards become established and this gives the dominant firm a near monopoly. The same is true of networked industries in which interoperability requires compatibility between users. An example is word processor documents. Once a product has gained market dominance, other products, even far superior products, cannot compete. Moore showed how firms could attain this enviable position by using E.M. Rogers five stage adoption process and focusing on one group of customers at a time, using each group as a base for marketing to the next group. The most difficult step is making the transition between visionaries and pragmatists (See Crossing the Chasm). If successful a firm can create a bandwagon effect in which the momentum builds and your product becomes a de facto standard.
Evans and Wurster describe how industries with a high information component are being transformed.[86] They cite Encarta's demolition of the Encyclopedia Britannica (whose sales have plummeted 80% since their peak of $650 million in 1990). Many speculate that Encarta’s reign will be short-lived, eclipsed by collaborative encyclopedias like Wikipedia that can operate at very low marginal costs. Evans also mentions the music industry which is desperately looking for a new business model. The upstart information savvy firms, unburdened by cumbersome physical assets, are changing the competitive landscape, redefining market segments, and disintermediating some channels. One manifestation of this is personalized marketing. Information technology allows marketers to treat each individual as its own market, a market of one. Traditional ideas of market segments will no longer be relevant if personalized marketing is successful.
The technology sector has provided some strategies directly. For example, from the software development industry agile software development provides a model for shared development processes.
Access to information systems have allowed senior managers to take a much more comprehensive view of strategic management than ever before. The most notable of the comprehensive systems is the balanced scorecard approach developed in the early 1990's by Drs. Robert S. Kaplan (Harvard Business School) and David Norton (Kaplan, R. and Norton, D. 1992). It measures several factors financial, marketing, production, organizational development, and new product development in order to achieve a 'balanced' perspective.
[edit] The psychology of strategic management
Several psychologists have conducted studies to determine the psychological patterns involved in strategic management. Typically senior managers have been asked how they go about making strategic decisions. A 1938 treatise by Chester Barnard, that was based on his own experience as a business executive, sees the process as informal, intuitive, non-routinized, and involving primarily oral, 2-way communications. Bernard says “The process is the sensing of the organization as a whole and the total situation relevant to it. It transcends the capacity of merely intellectual methods, and the techniques of discriminating the factors of the situation. The terms pertinent to it are “feeling”, “judgement”, “sense”, “proportion”, “balance”, “appropriateness”. It is a matter of art rather than science.”[87]
In 1973, Henry Mintzberg found that senior managers typically deal with unpredictable situations so they strategize in ad hoc, flexible, dynamic, and implicit ways. He says, “The job breeds adaptive information-manipulators who prefer the live concrete situation. The manager works in an environment of stimulous-response, and he develops in his work a clear preference for live action.”[88]
In 1982, John Kotter studied the daily activities of 15 executives and concluded that they spent most of their time developing and working a network of relationships from which they gained general insights and specific details to be used in making strategic decisions. They tended to use “mental road maps” rather than systematic planning techniques.[89]
Daniel Isenberg's 1984 study of senior managers found that their decisions were highly intuitive. Executives often sensed what they were going to do before they could explain why.[90] He claimed in 1986 that one of the reasons for this is the complexity of strategic decisions and the resultant information uncertainty.[91]
Shoshana Zuboff (1988) claims that information technology is widening the divide between senior managers (who typically make strategic decisions) and operational level managers (who typically make routine decisions). She claims that prior to the widespread use of computer systems, managers, even at the most senior level, engaged in both strategic decisions and routine administration, but as computers facilitated (She called it “deskilled”) routine processes, these activities were moved further down the hierarchy, leaving senior management free for strategic decions making.
In 1977, Abraham Zaleznik identified a difference between leaders and managers. He describes leadershipleaders as visionaries who inspire. They care about substance. Whereas managers are claimed to care about process, plans, and form.[92] He also claimed in 1989 that the rise of the manager was the main factor that caused the decline of American business in the 1970s and 80s. Lack of leadership is most damaging at the level of strategic management where it can paralyze an entire organization.[93]
According to Corner, Kinichi, and Keats,[94] strategic decision making in organizations occurs at two levels: individual and aggregate. They have developed a model of parallel strategic decision making. The model identifies two parallel processes both of which involve getting attention, encoding information, storage and retrieval of information, strategic choice, strategic outcome, and feedback. The individual and organizational processes are not independent however. They interact at each stage of the process.
[edit] Reasons why strategic plans fail
There are many reasons why strategic plans fail, especially:
Failure to understand the customer
Why do they buy
Is there a real need for the product
inadequate or incorrect marketing research
Inability to predict environmental reaction
What will competitors do
§ Fighting brands
§ Price wars
Will government intervene
Over-estimation of resource competence
Can the staff, equipment, and processes handle the new strategy
Failure to develop new employee and management skills
Failure to coordinate
Reporting and control relationships not adequate
Organizational structure not flexible enough
Failure to obtain senior management commitment
Failure to get management involved right from the start
Failure to obtain sufficient company resources to accomplish task
Failure to obtain employee commitment
New strategy not well explained to employees
No incentives given to workers to embrace the new strategy
Under-estimation of time requirements
No critical path analysis done
Failure to follow the plan
No follow through after initial planning
No tracking of progress against plan
No consequences for above
Failure to manage change
Inadequate understanding of the internal resistance to change
Lack of vision on the relationships between processes, technology and organization
Poor communications
Insufficient information sharing among stakeholders
Exclusion of stakeholders and delegates
[edit] Criticisms of strategic management
Although a sense of direction is important, it can also stifle creativity, especially if it is rigidly enforced. In an uncertain and ambiguous world, fluidity can be more important than a finely tuned strategic compass. When a strategy becomes internalized into a corporate culture, it can lead to group think. It can also cause an organization to define itself too narrowly. An example of this is marketing myopia.
Many theories of strategic management tend to undergo only brief periods of popularity. A summary of these theories thus inevitably exhibits survivorship bias (itself an area of research in strategic management). Many theories tend either to be too narrow in focus to build a complete corporate strategy on, or too general and abstract to be applicable to specific situations. Populism or faddishness can have an impact on a particular theory's life cycle and may see application in inappropriate circumstances. See business philosophies and popular management theories for a more critical view of management theories.
In 2000, Gary Hamel coined the term strategic convergence to explain the limited scope of the strategies being used by rivals in greatly differing circumstances. He lamented that strategies converge more than they should, because the more successful ones get imitated by firms that do not understand that the strategic process involves designing a custom strategy for the specifics of each situation.[95]

[edit] Journals devoted primarily to strategic management
Strategic Management Journal
Harvard Business Review
The Journal of Business Strategy
Long Range Planning – house journal of the Strategic Planning Society
Strategy and Leadership [2]
[edit] Magazines that frequently contain strategic management articles
Forbes
The Economist
The Wall Street Journal
Harvard Business Review
MIT Sloan Management Review
Strategic Management Journal
Academy of Management Journal
Strategy – house magazine of the Strategic Planning Society
[edit] See also
Strategic planning
Marketing strategies
Military strategy
Business model
Business plan
Marketing plan
Value migration
Management
Marketing
Proximity mapping
Management consulting
Strategy visualization
Morphological analysis
[edit]

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[edit]

External links

The Journal of Business Strategies
Strategy Compass
Strategic Planning Society
Strategic Decision Support using Morphological Analysis From the Swedish Morphological Society
The Edge Perspectives Blog
The Association of Internal Management Consultants-The nationwide network of Strategic Management and Planning professionals Article on Strategy Vs Tacticsin strategy