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At this stage of
crafting an innovative
strategy, the goal
must be to generate
as many strategic
ideas as possible so
that we have the
luxury of choosing
What is strategy and how do you know if you have one?
If business conditions
oblige a strategic
change of direction,
the internal context of
an organisation must
change
11
Resources
Ansoff, H Igor, Implanting Strategic Management,
Prentice Hall, 1984 (2nd edition, 1990)
Markides, Costas, Diversification, Refocusing and
Economic Performance, MIT Press, 1995
Strategic innovation
can take third-rate
companies and elevate
them to industry
leadership; and it can
take established
industry leaders and
destroy them
12
Costas Markides
is Robert P Bauman
Professor of Strategic
Leadership at London
Business School.