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Major Research

Crossan et al (2002) has further described it as an important “definitive tool for building, communicating and maintaining the direction of a business”. Two approaches to strategy have been discussed to elucidate the process of strategy development. As the purpose of the strategy in business is important and cannot be overemphasized, so much more is the process by which strategy is developed and identified. A manager must always deal with the four components of a strategy as identified by Crossan et al. (2002), and these are the goals, product market focus, value propositions, and core activities. How the manager tackles these four components in order to craft a strategy that aims to deliver the company bottom line represents how he approaches strategy development. Accordingly, there are many arguments about how strategy should be developed. Crossan et al (2002) observed two contentious issues surrounding strategy formulation, and these are whether strategy should be approached clinically, as in “a well defined, analytical process”, or experientially, as in “trial and error process” guided by a set of patterns from past experiences. Crossan et al (2002) referred to these approaches as “intended strategy” referring to the former, and “emergent strategy” referring to the latter. ...
It operates with some sort of precision to everything that it does, guided by rules and policies, and where decisions are centrally made by a select few. One can naturally expect that in organizations engaging in planned approach to strategy, there is no room for spontaneous action and innovation, guided by creativity and out-of-the-box thinking. As has been discussed, Mintzberg (1998, cited by Crossan et al., 2002) has been mentioned to have seen problems in the operationalization of planned strategies. An emergent approach to strategy, on the other hand, is a more dynamic approach to strategy development, as it considers developing conditions facing the business over time. As mentioned during the course discussion, an emergent approach is the opposite of the planned approach. Many have said to have been critical of the emergent approach, mostly academics, while not a few have found practicality in its use, mostly practitioners. An emergent approach has been criticized by academics as being unsystematic. On a closer look, however, one may find in emergent approach a systematic process of “finding ideas in the patterns that have become evident over time”. It is not an activity of haphazard guessing game, but actually a method of predicting what is to come based on past experiences where pattern of behavior is quite visible and predictable. An emergent approach considers “developing conditions” and is therefore more attuned to the needs of the time. Both approaches to strategy have their own merits and applicability when doing business and marketing planning. It is even suggested that a balance between the use of planned and emergent strategy should be reached to get the most benefit from these two approaches. Realistically speaking, a pure planned approach ...Show more


Strategy has been simply defined by Crossan et al. as “a concrete expression of how a business intends to compete and win in its marketplace” (2002). Strategy represents the personality of the business, whether it has an aggressive personality, or a passive one…
Author : mschroeder
Major Research Essay essay example
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