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INTERNATIONAL JOURNAL OF CURRENT LIFE SCIENCES

ISSN: 2249- 1465 RESEARCH ARTICLE

International Journal of Current Life Sciences - Vol. 4, Issue 9, pp. 92-97, September, 2014

STUDYING STRATEGIC THINKING AND ITS CHALLENGES IN IRANIAN ORGANIZATIONS

Mohammad Bagherlu1, Seyedeh Roudabeh Hosseini2, Mostafa PourMohammadi Fallah3
And Alireza Jafari4
1Young Researchers and Elite Club, Khoy Branch, Islamic Azad University, Khoy, Iran
2 Young Researchers and Elite Club, Chalus Branch, Islamic Azad University, Chalus, Iran
3Young Researchers and Elite Club, Lahijan Branch, Islamic Azad University, Lahijan, Iran
4 Young Researchers and Elite Club, Tabriz Branch, Islamic Azad University, Tabriz, Iran

AR TIC L E I NF O
Article History:
Received 6th, August, 2014
Received in revised form 14th, August, 2014
Accepted 10th, September, 2014
Published online 28th, September, 2014
Key words:
Strategic planning, knowledge, competition
benefit, divergent thinking
ABS TR AC T
This paper aimed at explaining some concerns of“ strategic thinking” and its
forthcoming challenges by concentrating on Iranian organizations. Having a good
command of strategic thinking is critical for directors who seek to change their
future and surroundings. In fact, strategic thinking is considered a beginning for
each perspective. We tried to define this concept as the followings by discussing
some related topics in this paper. Strategic thinking refers to an awareness of
something that has not formed yet. Another point here is the position of strategic
thinking in strategic management and comparing it to strategic planning. In
simple words, we reached to the conclusions that although strategic thinking and
strategic planning differ a lot they were inseparable in the field of strategic
management. Despite the fact that strategic thinking and strategic planning are so
critical, they are not sufficient for a framework of strategic management and they
must be merged to be effective. Eventually, existing challenges in strategic
thinking and its implication in organizations were discussed.
© Copy Right, IJCLS, 2014, Academic Journals. All rights reserved.

INTRODUCTION (1998), Vilso (1994), Heraclius (1998), Torset (2001),

Researchers and scientists have always dealt with the word
“in sight” in examining the strategic thinking in
management. Thus, knowing the right definition of this
concept is required for comprehending strategic thinking
accurately. Insight means a realistic, certain, and desirable
future for an organization, i.e. it is clear definition of
destination which organizations must move toward it.
Strategy is not only specified to the future but it links past,
present, and the future. Hence, a strategic thinker must
have a deep insight to be able to create strategies for
organizations so that they may move forward. Strategic
thinking in the present unpredictable and evolving
situation is considered as an appropriate attitude for
organizations directors that can privilege organizations
regarding their competitors and they can profit more.
These days, according to Lidtka (1998) strategic thinking
has been using a lot in a way that it may be meaningless.
However, Mintenzberg (1994) clearly claimed that
strategic thinking was not only a subordinate name in the
field of strategic management but also it was a specific
thinking way along with entire distinguishing
specifications. Anyway, many educators tried to show the
strategic thinking meaningful. For example, Ohmi (1982),
Mintenzberg (1994), Stacy (1993), Zaberaski & Holmantel
(1993), Bits&Dillard (1993), Ramon (1996), Lidtka
Boon (2005)strived to make strategic thinking more
meaningful and present some models to make it more
comprehensible. Based on the research findings conducted
with the purpose of identifying management skills
required for Asian countries managers, the strategic
thinking was recognized as the first or second skill
required for managers functions by all respondents. To
Mintenzberg strategic management reinforcement will
result in making better strategies. He believed that
managers who have strategic thinking could encourage
other staff to find creative techniques for making
organization successful. They look at the organization in
terms of their actual conditions so that strategic thinking
can be known as a background for organization future.
Being competitive in a global and rough milieuiscritical
for strategic thinking so that it is required to recognize
challenges for improving strategic thinking and planning
to remove them is so significant.
What is strategic thinking?
Strategic thinking is taken into account to be as one of two
important competencies of efficient directors so that its
absence in higher-level directing and companies’ functions
will cause a main problem. Recent studies have defined
strategic thinking differently in regard with their focus and
each has considered some aspects of it. In any case, there

*Corresponding author: Mohammad Bagherlu

Young Researchers and Elite Club, Khoy Branch, Islamic Azad University, Khoy, Iran
 International Journal of Current Life Sciences - Vol. 4, Issue 9, pp. 92-97, September, 2014
is no agreement in review of literatures in this respect. All power for creativity (divergent thought) as a main theme
educators and theorists defined strategic thinking concept of evolutionary strategies. Henry Mintenzberg frequently
based on their presumptions and approaches. For instance, mentioned in his studies that strategic planning created
Mintenzberg believed that strategic thinking was a plans because of their analytic nature not because of
conceptual synthesis process that created a continuous strategy so that creative synthesis would make strategies
aspect of business through creativity and intuition. Gary effective. The strategic theorist will break up all paradigms
Hummel considered it as an artistic architecture of strategy dominated industry and business. They redefine them and
due to innovation, exploration, and comprehension of create a strategy in a world beyond the present paradigms
business discontinuities. Furthermore, Abrahammel and in an intuitional space while a strategic planning
defined strategic thinking as finding substitution ways for moves forward in the framework of paradigms and
competition and value making to customers. In addition, formulates a strategy logically. Mintenzberg believes that
Dr. VafaGhafarian, an Iranian theorist in this field, strategic planning centers on thought analysis and deals
introduced strategic thinking as an insight and with the present strategies formulation when strategic
understanding of the present status and taking thinking emphasizes combination and creates a cohesive
opportunities. In general, strategic thinking is a divergent attitude of an institute due to intuition and creativity. He
and practical thought as well as being dynamic that can be claims that strategic planning is a process that comes into
developed by continuous interaction with milieu, analysis, existence after strategic thinking. Table 1 indicates a
and creativity. In fact, it is a continuous process with the comparison between strategic thinking and strategic
purpose of avoiding ambiguity and making a complicated planning that is compiled from various resources.
milieu meaningful. If a manger intends to act effectively in
Although strategic planning and strategic thinking are
an organization, they should improve strategic thinking
opposed in one aspect, they are complementary to each
skill in themselves. Indeed, strategic thinking may be
other. When they come together, they will create strategic
considered as a solution organization’s problems that
management despite all differences between strategic
combines convergent and reasonable approach with
thinking and strategic planning. It can create perspective
creative and divergent thinking. Regardless being
and use strategic planning tools for defining and
considered simple, it is attempted to simplify complicated
implementing it. Strategic thinking supervises strategic
issues in strategic thinking and future expectation, positive
planning and when it is necessary, it will change the plan
thinking, optimism, indefatigable and continuous struggle
due to condition and period on time in which organization
will be taken as the secrets of success into account.
is functioning. Due to a general perspective, we can
Strategic Thinking versus Strategic Planning describe an organization as a ship which is moving to
arrive its destination (strategic planning) and strategic
The term “strategic thinking” has been used in replace of
thinking is like a person watches that ship and continually
“strategic planning” or “strategic management” by
observe the direction and when he sees an obstacle he will
mistake. Actually, planning approach a strategic thinking
immediately report so that captain will change the
that belong to two ends of ten-fold schools continuum.
direction on the spot.
Strategic planning is among planning schools that is
effective in identifiable and predictable milieu. In addition, Strategic Thinking Parts Model
it can be defined through “learning school” which is
According to the previous studies conducted by researchers
proper for incomprehensible and unpredictable milieu. In
and opinions of theorists such as Lidtka, Boon, Mintenzberg
strategic thinking, strategies will be formed in so much
and others, we have presented a model in which five specific
real surrounding. Strategic thinking advocators stated that
parts are introduced in a way that systematic thinking,
strategic planning could not develop strategy effectively.
creativity, and perspective are considered as the main parts
On the other hand, successful commercial strategies may be
and market-oriented thought, and organizational learning as
the result of thinking strategy that is necessarily conceptual,
the subordinate parts.
sensational, and creative rather than being logical.
Table 1 strategic thinking and strategic planning comparison
strategic planning strategic thinking
Analytic Intuitive Strategic process
Top to bottom Bottom to top Formation process
Purposeful Visibility Strategy
Precise and discrete Comprehensive and holistic Attitude toward program
convergent Thought Divergent thought way of Thinking
Designing Learning School
intellectually and in framework of limit intellectual and beyond
Behaviorism
present paradigms present paradigm
realistic Fortunate and visionary Point of view
Ability of imagination ability of Creativity Required capability
Defining and formulation
Creating perspective role
perspective

Since logic can be more obstructive instead of being Systematic Thinking

effective for making strategy. It does not mean that there is
no place for logic but logic should be brought following
sense and intuition. Strategic planning basis is subject to
data analysis and this attitude (convergent thought) has no
Cafman (1991) stated that systemic thinking defined
changes in observing organization. Change in considering
on organization as a combination of irrelevant and separate
parts that are competing over resources, refers to
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 International Journal of Current Life Sciences - Vol. 4, Issue 9, pp. 92-97, September, 2014
concerning an organization as a general system in which
any part is regarded toward the whole system throughout a
united way.
According to Geertz, this issue is needed to keep people
away from paying attention to daily operational affairs. On
the other hand, it will result in how different issues and
subjects link together, how they affect each other, and how
a solution in one part of organization can impact the other
parts. Organization benefited of strategic thinking will also
take advantage of systemic thinking. This is to say that,
each part of organization interacts with the whole system.
In this situation, dominated viewpoint is beyond
personality and incident, i.e. it concerns with structures
form individual behaviours and conditions which provide
suitable events instead of a special action or reaction on
the side of persons so that it requires an entire
understanding of internal and external tacit dynamisms of
organizations.
Creativity
Strategic theorists must look for new approaches and the
best solutions for doing affairs. In other words, they
should have creative thought. Strategists must enjoy
uncommon thought, imaginations, and creativity for
discovering replacing ways to do affairs. According to the
most studies in creative thought, it is the ability to provide
new solutions for a problem and develop or identify
uncommon communications. Amabil (1998) defined
creativity as “individuals’ abilities in combining available
ideas in a new combination.”Di Bono (1196) believed that
using information and experiences was possible due to
creativity. Although they are accessible, they are confined
to structures, patterns, and old concepts. At last, the new
idea must become practical. Chief management has to
provide required resources for applying idea. According to
Amabil (1998) making-decision for money and time that
should be dedicated to a team or project, is very complex
that can support creativity or eliminate it.
Perspective
Another main element of strategic thinking is having goal
and perspective. Perspectives are attitudes and
imaginations that are in the heart and mind of people.
Having goals in an organization will direct affairs and
activities and avoid people from doing useless activities in
terms of achieving organizations purposes. Collins et al.
studies show that companies, which have strong sense
toward perspective and purpose in stock market, are more
successful. Directors in these companies emphasize
organizations’ structure a lot that have deep understanding
of their existence and basic values. They defined
perspective as determining valuable goals from the
viewpoint of staff and explaining the future status of main
processes of organizations. Ben (2005) described
perspective as imagining purpose, desirable organizational
future and discovering new competitive domains. Anyway,
perspective increases organization obligations and creates
a general understanding that permeates in whole
organization and inspires people to benefit of their
experiences and talents more. In chief management, a
common perspective may contribute to create a concept
and comprehension in a way that a decision will be made.
Market-oriented Thought
The recent studies indicate a considerable interest in
marketing concepts among organizations and these
concepts are suitable and efficient in promoting companies
and organizations’ marketing. Marketing is defined as a
strategy that can be used for achieving competitive benefit.
In this paper, market-oriented thought is introduced as a
secondary element of strategic thinking against product-
oriented thought. Product-oriented thought belonged to
product-oriented period when producer had priority and
sold whatever which was produced and all competed over
final product. Nevertheless, in market-oriented thought
customer had priority and organization must provide
services and productions that were demanded by
customers. For example, IBM Company, which was
successful for many years, made less profit because of
inability in mutual understanding between company and
customers. It was supposed that because of high sales
during recent years, customers would demand those
products again (product-oriented thought) regardless
changes in market and customers’ demands. When IBM
strongly focused on customers and their needs, it could
change its long-term suppositions, products and provided
services (market-oriented thought).
Organizational Learning
Organizational learning is another issue that is discussed in
the paper as one of subordinate part of strategic thinking.
Learning is defined in different terms and behaviour
changes are seen in all of them. We can sometimes
experience these changes directly and indirectly. As a
general viewpoint, learning refers to a change which is
generated by experience or training in a living being
behaviour (Parsa, 2006). Although to organization learning
is process for developing capacities and capabilities of
team member in a way that all people will be satisfied with
its outcomes. Learning is a continuous process for constant
growth and development. Organizational learning extends
strategic thinking throughout the organization and its
output consists of strategic thinking promotion, new
strategies for organization growth, group-works change
and formation, strategic innovations fulfilment, chief
directors’ viewpoint extension, and ways of developing
and expanding staff creativity. Learning organizations
might be called knowledge-makers organizations, i.e. an
organization in which creating knowledge, innovations,
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and inventions are not considered special but they are
considered a general action and all personnel will concern
with them. In this organization, each person is creative and
knowledge-maker so that all personnel will not only learn
but also they learn how to teach. Gary Hammel believes
that organizations must spend more time on learning rather
than getting information.
Challenges and Obstacles of Strategic Thinking in
Iranian Organizations
Some challenges and obstacles mentioned in this paper are
due to researches and examinations of its authors and
some of them are collected from other studied resources.
Failure in Systematic Thinking
Managers are usually discrete or holistic and both are
complement. They should be combined not only in
strategic thinking but also they should be systematic. In
fact, strategic thinking is meaningful with a systematic
viewpoint. Parts and details are considered not only in a
systematic thinking but also in interaction among parts and
environment will be taken into account. Some obstacles
and factors move away human beings from systemic
thinking. Systematic thinking is a holistic thinking while
discrete thought eliminates the possibility of understanding
patterns dominated phenomenon and system. Hence, a
system consists of elements that cannot be divided into
independent parts. Combination of all human organs is
called human not any organ separately. Discrete thought
should be accompanied by holistic thinking. Looking up
the trees from bottom should be along with looking down
wood from above. Systematic thinking is an instrument to
watch wood and trees together, i.e. getting general
information at the same time of paying attention to details.
Only through seeing generalities and details
simultaneously, we can strongly respond complex changes
and challenges. Many people consider a systematic
thinking looking from above like a helicopter that can see
a bird view image and distinguish wood from trees.
According to Michael Porter, “having bird view of a wood
looks a green cloth.”Anyone can understand wood that
walk in it. Having bird view should be supported by
viewing from bottom. Basically, a systemic thinking
considers a part in a whole not in isolation. In a systematic
thinking, a system will not be separated from its
surrounding and details will not concern as mono-factor or
regardless of time. Since function of this system depends
on how parts interact with one another rather than how
they function independently. One of the disadvantages of
discrete thought is when we are looking at a problem our
mind is searching for the best solution. While Rachel
Ekavsaid, issues should be taken into consideration from
different point view irrespective their emergences. For
instance, the best solution of a production problem in the
organization may be found in marketing or vice versa.
Targeting Failure in Organization
Goal-orientation is the main basis of strategic thinking and
nobody has a strategy without it. Unfortunately, today
goal-orientation is over looked while it is integral part of
any society. According to the findings of the studies and
researches conducted in direction with this paper, goal-
orientation is not regarded in the country of Iran because
of its educational system that determines existences and
non-existences. Generally speaking, we can go beyond
time and space via goal-orientation. In accordance with
studies done by researches and theorists, the main reason
of Iranian student depression is the absence of goal. If
somebody has a purpose, he/she does not care about place
of studying and time. On the other hand, they do not pay
attention to aimless person thought he is in higher position.
A believer is a symbol of a purposeful person and his
behavior is according to what God expects. Therefore, his
deeds are continuous and lead him to achieve his purposes.
Iranian organizations should also keep distant from
resource-orientation and move toward goal-orientation.
Consequently, strategic thinking effects can be prospered
in those organizations and cause competitive advantages
for organizations and companies.
Failure in Motive Organizational Culture
Cilman (1986) defines organizational culture as a social
power that moves or stop organization. Motive
organizational culture may be a basis for flourishing
individual and group factors so that strategic thinking can
be appeared. If culture and changes do not support each
other, enormous problems will be arisen and management
must change culture at the beginning. According to the
studies and considerations, the majority of Iranian
organizations are not fair in rewarding and punishing their
personnel and approximately most of them have poor
rewarding and motivating system. This is to say that, other
is not necessary motives to encourage staff to perform
systematic affairs and be creative. In these places, staff
does not experience strategic thinking and shows their
creativity.
Failure to Access to Accurate and Timely Information
These days, moments are so crucial that accessing accurate
and timely information is similar to finding a pearl in
depths of seas and it is considered as a lifeline of
organizations survival. In the past, tools and instruments
access was the main reason of success in great
organizations. Later technology and human forces and
today information access (more accurate and faster than
competitors) are main reasons of achievements. To some
extent, this information value can be sold (to organizations
and institutes that are searching it such as pharmaceutical
and medical information- military and political
information,) in the initial stages and irrespective taking
special action. In Iran, the majority of managers take little
risks for keeping their positions, statuses etc., because of
economy, politics, or society. They also attempt to
stabilize their situation and use secondary information
tried by organizations or others. Thus, they will not
undertake the costs of failure or negatively they tend to
misuse information to achieve large-scale profits so that
both are obstructions in making and implementing
strategic thinking. Here another point is that Iranian
managers do not know how to access updated and timely
information accurately as well as technology based on
information technology. Also, they may not have enough
knowledge regarding technologies. In a modern world,
which is based on information technology and information
technology has priority; a manager who is not able to use
these technologies for accessing timely information cannot
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take opportunities of market and plan for benefiting them
or keep an organization or company away of dangers.
Converting Strategic Thinking to Strategic planning and
performing it in Workplaces
In a broad view, we can claim that there is strategic
thinking among different classes of society and people.
But these people cannot change their thought to plan and
put into action the plan in their favourite milieu. Maybe
sometimes, interesting thoughts are occurred to us but we
cannot change them to plans and take advantage of them.
Cooperative Management Using Failure
Cooperative management refers to making space and
system by an organization manager so that all staff,
customers, and viewers will cooperate in decision-making,
and problem solving. There is a significant relationship
among cooperative management, staff’s efficiency, and
their taking responsibility. Thus, in this managing system
the majority of staff can make their ideas and cooperate in
making decisions. Eventually, staff job satisfaction and
services quality improvement will be made (Hamshahri
newspaper, April 21, 2013).
As it mentioned, Mintenzberg said, “Managers who profit
strategic thinking are able to encourage other personnel to
find creative ways of success.”Based on this idea and
considering the fact that Iran is a developing country that
has developed privatization in recent years, we can say
cooperative management system and cooperative ethics
are at low level. Consequently, little attention paid to
encouraging staffs to find creative solutions (as one of the
main factors of cooperative management) since managers
are still struggling for their survival (concerning their
individual goals), and organizational growth is secondary
issue to them. Hence, information getting and competing
thought have priority regardless of creativity. Because
staff will see organization however it is or from the views
of a superior management. In general, managers in most
Iranian organizations have a subordinate role not being a
creative director. Then we can claim there is buffalo
management (with the following characteristics) instead of
goose management (with the following characteristics) in
Iranian organizations. Indeed, managers are not supposed
to admit that all staff should participate in activities for
accelerating affairs and achieving success with lower costs
but higher quality. Managements should not have buffalo
style but they should follow goose process.
Buffalos Specifications according to Jean Belasco
 They abide by a director and follow them;
 They will do the same as they are ordered;
 They do not ask and just obey;
 Buffalos wait for order and they will not take action
without it;
 Nobody cannot replace the other, leave behind and
take responsibility;
Gooses Specifications according to Jean Belasco
 Each goose takes responsibility when it is flying in
flock;
 Each goose will not only obey and it measures its
status on its way and think about decision it should
made;
 Each goose knows flying direction of the flock;
 Being advance guard is periodical.
 Each goose at the time of advance guard will fly
forward to flock and direct them;
 All gooses tend to take responsibility and direct the
flock;
 Gooses take care of each other when they are flying.
Key Managers Absence
Unfortunately, there are not enough competent and key
managers familiar with strategic thinking in Iran. In other
words, absence of competent managers is distinguishable.
In addition to this natural feature (which is considered by
management theories), training managers in Iran is
marginalized and making them potent is overlooked.
Certainly, authorizes emphasize competence. Competent
managers are creative, highly risk-taking, cooperative, and
interested in teamwork, although they have commercial
intelligence, i.e. powerful tools for strategic decision-
making.
CONCLUSION
These days, strategic thinking is an integral issue in
survival and growth of any organization in highly
competitive and evolutionary world. Such thought not only
leads to insight formation and development but also
recognizes competition field particulars timely and takes
overlooked opportunities.
In this article, we tried to present an entirely clear
perspective of strategic thinking -which today is
considered as one of the critical abilities of directors in
different organizational levels- and the future challenges in
this field. Here strategic thinking is introduced as a means
for making value and creativity in staff and innovation in
organization environment. The model presented in this
paper was similar to Boon model and it was developed for
strategic thinking parts in which organizational learning
and market-oriented thought were added as the fourth and
fifth elements. Strategic thinking leads managers toward
learning business rapidly and this learning makes
organizations comprehend market facts, rules, and
business discontinuities faster than its competitors do. In
addition, it makes organizations sources centralize on
value-making activities.
The purpose of defining challenges was explaining
forthcoming obstacles for strategic thinking so that
authorities and administrators would make accurate
policies to remove them. Since these obstacles will affect
dynamic economy of each country significantly and allow
all directors and staff of all governmental and non-
governmental organizations to reveal their creativities and
provide strategic thinking to them.
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