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FROM CORPORATE PLANNING TO NEW STRATEGIC ORIENTATIONS FOR FACINGCRISIS: SYNERGISTIC USE OF A LONGITUDINAL SINGLE SITE WITH REPLICATEDMULTIPLE SITES.ABSTRACT
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Empirical research in strategic planning systems has mainly focused upon two areas: the impact of strategic planning on firm performance and the role of strategic planning in decision-making. Thecontribution of both areas of research has been limited by lack of empirical investigation of thephenomenon itself. The aim of this paper is contribute to fill this empirical gap by exploring whetherand how the planning process unfolds and adapts from corporate planning to new strategic orientationsfor facing critical and turbulent environments over time.
In particular, we focus on whether and howthe front-line organization perceives such new strategic orientations, as existing works mainly studythe conceptualization of top management. We use a case study methodology that combines a real-timelongitudinal study with 3 retrospective case studies in the airline industry. The research shows themain findings and discusses the main implications as well as future lines of research.
KEY WORDS.
Strategic Planning; Case Study; Longitudinal; Retrospective; Crisis.
1. INTRODUCTION
.The diffusion of strategic planning among large companies took place during the 1950s and 1960s,and by 1965 the first systematic, analytically based frameworks appeared (Ansoff, 1965; Learned etal., 1965) together with empirical studies of corporate planning practices (i.e. Cleland, 1962; Henry,1967; Denning and Lehr, 1971; 1972; Grinyer and Norburn, 1975). By the 1980s empirical researchin strategic planning systems focused upon two areas: a) the impact of strategic planning on firmperformance (i.e. Boyd, 1991; Miller and Cardinal, 1994) with fragmented and contradictory results(Ramanujam, Ramanujan and Camillus (1986), and; b) the role of strategic planning in strategic
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