Professional Documents
Culture Documents
1991
Strategy development by design
(Ansoff, 1991, 1994)
• Visioning (Mintzberg)
• Positioning (Porter)
1994
Strategy by design - The
positioning approach
Data driven – use of templates, analysis
Big idea: fit between organization (strengths, weaknesses) and its environment
(opportunities, threats)
Strengths
Emphasis on facts rather than feelings?
Conceptual linkages easier (logic?)
Method can be institutionalized and taught/learnt
More egalitarian (many participants) cf. visioning (top echelons) and incremental (politicos)
approaches
Weaknesses
Feelings masked as fact?
Domination by analysts and planners who are removed from the implementation
Conservative – limited by the boxes
Strategy by design - The
visioning approach
Starts with envisioned goal or performance target
Modest use of data, formal analysis
Big idea: what do we have to do to get where we want to go?
Better accommodation of the dynamism of the environment, less concern of the
environment/competitors – unless they present opportunities that can be grasped, capitalized
Strengths
Inspirational
Opportunistic, action-oriented, yet also pragmatic
Weaknesses
Driven by the top
Can be blind to emerging threats
Cannot be institutionalized
Strategy as an emergent process -
The incremental approach
Strategy evolves slowly, gradually, in marginal increments that result from fragile
and often temporary agreements between political factions, coalitions, stakeholders
Big idea: Bargaining, compromise, political maneuvering
Strengths
Recognizes role of values, power and politics
Flexibility – not committed to a particular strategy/set of tactics
Pragmatic
Weaknesses
No identifiable strategy leading to confusion
Can lead to the compounding of errors
Not proactive, symptoms rather than causes, processes rather than solutions
Strategy as an emergent process - The
resources and capabilities approach
So which way?
Deliberate
To realize the specific intentions of senior management e.g. to attack and conquer a new market
Emergent
Convergence of actions taken by different persons over time
Based on serendipity, recognition of unexpected patterns
Learning is key
So which is best?
deliberate strategies are not necessarily good, nor are emergent strategies necessarily bad (Mintzberg,
1994)
purely deliberate strategy making precludes learning, purely emergent strategy making precludes
control
So both feet necessary - Learning must be coupled with control
Umbrella strategy
Process strategy
The classic 4-step process