STRATEGIC MANAGEMENT

DELIBERATE AND EMERGENT

STRATEGIES

1
 DELIBERATE AND EMERGENT
STRATEGY

Deliberate
Strategy
Intended strategy Realised strategy

Unrealised Emergent
Strategy Strategy

Actions
2
An intended strategy is the strategy that an
organization hopes to execute. Intended
strategies are usually described in detail
within an organization's strategic plan. ...
An emergent strategy is an unplanned
strategy that arises in response to
unexpected opportunities and challenges.
 DELIBERATE AND EMERGENT
STRATEGIES: KEY THEMES & ISSUES

• ENVIRONMENTAL COMPLEXITY
• ENVIRONMENTAL STABILITY
• INTENTIONS
• CONTROL MECHANISMS
• STRATEGIC LEARNING

XIBA 4
 DELIBERATE & EMERGENT
STRATEGIES
• INTENDED OR PLANNED STRATEGY
• ENTREPRENEURIAL
• IDEOLOGICAL
• UMBRELLA
• PROCESS
• DisCONNECTED
• CONSENSUS
• IMPOSED

XIBA 5
 KINDS OF STRATEGIES …
TYPE INTENTIONS CONTROL ENVIRONMENT
Planned Prec is e Formal Predictable
Entrepreneuri Unartic ulated Pers onal Selec ted
a
Ideologic al Collec tiv e Shared v alues Proactiv e
l
Umbrella Targets Budgets Div ers e
Proc es s Defined by Proc es s Div ers e
Dis connec ted Defined
unit by Mutual Div ers e
sunits adjus
tment
Concens us Converged May be Div ers e
absent
Impos ed Dic tated ?????????? Impos ed
XIBA 6
 IMPOSED STRATEGIES
• STRATEGY IS IMPOSED FROM
OUTSIDE
• EVIRONMENT DOMINATES

XIBA 7
 DELIBERATE EMERGENT
• DELIBERATE • EMERGENT
• PREDICTABLE • UNPREDICTABLE
ENVIRONMENT ENVIRONMENT
• STRESSES • LEARNING WHAT
ACTION WORKS
• CENTRAL • COLLECTIVE
DIRECTION & ACTION AND
CONTROL CONVERGENCE

XIBA 8
 STRATEGIC LEARNING
• ADAPTATION
• ROLES OF MANAGERS
• OPENNESS TO NEW INFORMATION
• BOTTOM UP PROCESSING
• FLEXIBILITY
• RESPONSIVENESS
• PARTICIPATIVE

XIBA 9
 LEARNING TO MAKE STRATEGY

Deliberate
Strategy
Intended strategy Realised strategy

Unrealised Emergent
Strategy Strategy

XIBA 10
 REFLECTIONS ON THE
HONDA CASES
• CAN YOU DRAW A STRATEGIC WEB
OF HONDA’s STRATEGY MAKING
PROCESS?
• WHERE WOULD YOU PLACE HONDA
ON THE SPECTRUM OF
DELIBERATE AND EMERGENT
STRATEGIES?
• WHERE WOULD YOU LOCATE THEM
WITH RESPECT TO THE FOUR Ps
XIBA 11