Ahmed Hisham Soliman

Mohamed Ahmed Osman

Strategy Lenses
strategy lenses are four different
ways of looking
at the issues of strategy
development for an
Organization.
A- Design Lens.
B- Experience lens.
C- Ideas Lens.
D- Discourse Lens.
• There is no suggestion
here that one of these
lenses is better than
another, but they do
provide different insights
into the problems faced
and the ways managers
cope with the challenge.
A- Design Lens

The design lens views strategy development as a

logical process in which the forces and constraints
on the organization are analyzed and evaluated to
establish clear strategic direction and a basis for
the planned implementation
of strategy.
B- Experience Lens

The experience lens views strategy development

as the outcome of individual and
collective experience of individuals and their
taken-for-granted assumptions.
C- Ideas Lens

The ideas lens sees strategy as emergent from the

ideas that bubble up from the variety and diversity
in and around organisations.
D- Discourse Lens

Strategy as discourse sees strategy development

in terms of language as a ‘resource’ for managers
by which strategy is communicated, explained and
sustained and through which managers gain
influence,
power and establish their legitimacy and identity as
strategists.
Strategy lenses
and Digital
transformation
In recent years, the concept of digital transformation
(DT) reached a solid and leading
position in the discussion of the key elements which
influence the development
and survival of contemporary organisations.
Integrating and exploring new digital
technologies is one of the biggest challenges that
companies currently face
E-Commerce looking
through strategy lenses
especially idea
(Innovation) strategy lens

The world is during a revolution in the way

businesses perform commerce. Many industries who
were in the past relatively low tech are now finding
themselves in a situation where they must embrace
technology and prepare to compete head-on using
E-Commerce.
E-Commerce co-relation
with strategy lenses
Design Lens1
Through the development
of logical processes in
different organizations and
analyzing the forces and
constrains affects on the
organization internally and
externally it have been
found that technology
becomes the main tool for
surviving in the future.
Experience Lens
Through the experience
off all members related to
the organization and
learning from the past that
the organizations that
didn’t adapt with the
revolution of technology
updates extinct .
Idea Lens
As innovation is one of the
main key dimensions of
strategic management so the
idea of E-commerce bubbled
up from the variety and the
diversity challenges
surrounding the
organizations now
In order to be more
sustainable.
Discourse Lens
As Managers spend 75
per cent of
their time communicating
with others in gathering
information, persuading
others of a course of
action or following up
decisions the E-
Commerce linked all the
forces with organization
to gain more power and
legitimacy
Domino’s Pizza Case
* In 2008 Domino’s launched its “Pizza Tracker“ technology to keep customers
updated on the progress of their order

* In 2011Domino’s launched its iPhone application, allowing customers to order

within the 17 seconds it takes for a traffic light to turn green . The mobile-first approach
worked exceptionally well for the brand. Mobile ordering quickly became the
dominant ordering channel.

* In 2015 Domino’s launched Anyware that allows customers to order from anywhere and anytime through a
device. Customers can order from a plethora of devices including Amazon Echo, Google Home, Siri,
Smartwatches, Smart TVs, Slack, Facebook Messenger, Twitter, and more.

* In 2016 Domino’s shocked the world with first ever Drone delivery of pizza in New Zealand.

* In June’20 Domino’s launched “Domino’s Carside Delivery service” as its way to fight against COVID but
through digital transformation in its carryout method. Customers now have an option to stay in the vehicle while
their order will be delivered at any location of the vehicle of their preference. Be it back seat or trunk. Making the
entire process contactless, convenient, and safe.
Domino’s Pizza Case
This type of digital transformation through digitization of operations and
customer engagement helped to separate Domino’s from the competition. It also
helped to delight customers at the same time.

Domino’s invested in countless additional digital initiatives, including delivery

by autonomous vehicles and electric bikes, transforming from a pizza company into a
tech titan.

Just a huge digital transformation for sure had to be rolled & controlled through the four strategic lenses:-

Design Lens: Shrinking market share, customers complaints,

competing chains taking the lead were all factors & constraints on
Domino’s that led to the conclusion that establishing a new
strategic direction toward digital transformation is the rescue way.
Domino’s Pizza Case
Experience Lens: Led by J. Patrick Doyle - a former executive in a food products
company & a commercial bank with economic & business background - he led a
remarkable transformation of Domino’s Pizza. His impact on the food, the
technology, the operations, and the international expansion of this brand has been
game-changing, of course in addition to the Domino’s experience in its main core
business that is pizza making helped a lot in setting the new strategy toward digital
transformation.

Ideas Lens: Due to the variety & diversity of conditions surrounding the
industry & brand regarding supply chains, ordering and delivery processes
and even external challenges like COVID all helped innovating new
digital ideas supporting the industry like the “Pizza Tracker”, Iphone
application, “Domino’s Anywhere” and “Domino’s Carside Delivery”
Domino’s Pizza Case

Discourse Lens: Domino’s Pizza managers had the right discourse addressing
through building communication channels with customers and internal environment
in order to be very responsive with the diversity in the market and the forces inside
and outside the organization environment.