Understanding strategy development 4
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The document discusses three lenses for viewing strategy development: strategy as design, strategy as experience, and strategy as ideas. Strategy as design views strategy as a rational, analytic process. Strategy as experience sees strategies developing gradually from existing strategies. Strategy as ideas views strategy emerging from variety and diversity within and around organizations. The document also discusses implications of strategy development such as incremental development and the difference between intended and realized strategies.
Understanding strategy development 4
- 1. Understanding Strategy Development The strategy LensesStrategy as design Strategy as experience Strategy as Ideas
- 2. Strategy as Design : The design lens views strategy development as the deliberate positioning of the organization through a rational, analytic, structured and directive process. e.g. Ranbaxy’s sell off to Daiichi. e.g. Low cost airlines concept introduced by Air Deccan.
- 3. Strategy as experience :Strategies develop in an adaptive fashion building on the existing strategy and changing gradually. Strategy is better understood in terms of continuity or momentum, once an organization has adopted a particular strategy, it tends to develop from within that strategy, rather than fundamentally changing direction. E.g. Jet Airlines takeover of Sahara Airlines to form Jet Lite
- 4. Strategy as ideas The ideas lens sees strategy as the emergence of order and innovation from the variety and diversity which exists in and around organizations. E.g. repositioning of Air Deccan by Kingfisher Airlines to form Kingfisher-Red. GE’s concept of boundarylessness.
- 5. Implications of strategy Development: Incremental strategy development : Trying to adapt to the changing environment, e.g. rationalization of fares / customer service of IA in view of competition faced from JET and Kingfisher. Intended and realized strategies: deliberate, systematic process of development and implementation. e.g.- low cost airline , e.g. Air Deccan finding ways of slashing ticket fares e.g. merger of Kingfisher Airlines & Air Deccan