The document summarizes a presentation on strategy-as-practice given at the University of Zurich on September 23, 2010. The presentation included an agenda that covered the main message of a paper, its research questions and purpose, deliberate and emergent strategies, 8 types of strategies, a summary, and discussion. The presenters were Andreas Schwarzinger and Boris Morgounovski.

1. presentation of scientific papers
seminar: strategy-as-pratice
»of strategies, deliberate and emergent«
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Mintzberg & Waters, 1985.
Page 1
Presentation and Discussion
of scientific papers in the field of
Strategy-as-Pratice
University of Zurich
Seminar in Strategy-as-Pratice
23rd of September, 2010
Andreas Schwarzinger
Boris Morgounovski

2. »What it‘s all about?«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
Agenda.
A. Schwarzinger
Boris Morgounovski
Page 2
» main message of the paper
» research question(s) & purpose
» deliberate and emergent strategies
» 8 types of strategies
» summary
» discussion

3. »What it‘s all about?«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
Agenda.
A. Schwarzinger
Boris Morgounovski
Page 3
» main message of the paper
» research question(s) & purpose
» deliberate and emergent strategies
» 8 types of strategies
» summary
» discussion

4. »lesson‘s learnt«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
main message of the paper
A. Schwarzinger
Boris Morgounovski
Page 4
main
message » The purely deliberate and purely emergent
strategy do both not exist in real life
»
research
questions
& purpose
» The purely deliberate and purely emergent
»
deliberate
strategy are two poles of a continuum of
& emergent
strategies observable strategies in practice
»
8 types
of strategy
» There can be identified a set of 8 different types
of strategy between these two poles: planned,
»
entrepreneurial, ideological, umbrella, process,
unconnected, consensus and imposed strategy.
summary
»
discussion

5. »What it‘s all about?«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
Agenda.
A. Schwarzinger
Boris Morgounovski
Page 5
» main message of the paper
» research question(s) & purpose
» deliberate and emergent strategies
» 8 types of strategies
» summary
» discussion

6. »any questions?«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
research questions of the paper
A. Schwarzinger
Boris Morgounovski
Page 6
main
message » The paper tries to answer the following
questions:
»
research
questions
& purpose
» How do strategies form in organizations?
»
» How do intended and realized strategy compare and
deliberate
& emergent
strategies
differ from each other?
»
8 types
of strategy
» What are deliberate and what are emergent strategies,
»
how do they interplay and how can these two concepts
summary be observed in real life?
»
discussion

7. presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
»what do they want to tell us?«
purpose of the paper
A. Schwarzinger
Boris Morgounovski
Page 7
main
message » The aims of this paper are
»
research » to explore the complexity and variety of strategy
formation processes.
questions
& purpose
»
deliberate » to give a better understanding of how strategy
& emergent
strategies formation processes work and look in practice.
»
8 types
» to show or proof that the purely deliberate and purely
of strategy
emergent strategy do not exist.
»
summary
» to derive a framework (continuum) of strategies within
the two extremes of the purely deliberate and purely
»
emergent strategy which can be observed in real life.
discussion

8. »What it‘s all about?«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
Agenda.
A. Schwarzinger
Boris Morgounovski
Page 8
» main message of the paper
» research question(s) & purpose
» deliberate and emergent strategies
» 8 types of strategies
» summary
» discussion

9. »two sides of the same story«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
deliberate & emergent strategies
A. Schwarzinger
Boris Morgounovski
Page 9
main
message
» Deliberate strategy = Realized as intended.
»
research
questions
& purpose » Emergent strategy = Patterns of
»
deliberate
consistence realized despite, or in the
absence, of intentions.
& emergent
strategies
»
8 types
of strategy
»
summary
»
discussion

10. »two sides of the same story«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
deliberate & emergent strategies
A. Schwarzinger
Boris Morgounovski
Page 10
main
message
» A strategy is perfectly deliberate if
»
research
questions
the realized strategy (the pattern
in actions) is formed exactly as
& purpose
»
deliberate
& emergent
strategies
intended.
»
8 types
of strategy » A strategy is perfectly emergent if
there is order (consistency in
»
summary
actions over time) in absence of
»
discussion
intentions of intention about it.

11. »What it‘s all about?«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
Agenda.
A. Schwarzinger
Boris Morgounovski
Page 11
» main message of the paper
» research question(s) & purpose
» deliberate and emergent strategies
» 8 types of strategies
» summary
» discussion

12. »a continuum of strategy«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 12 8 types of strategy
main
message
» Mintzberg & Waters (1985) derive 8 different types of
strategy within the two poles of a purelerate and a purely
»
research emergent strategy:
questions
& purpose
»
deliberate
& emergent
Purely deliberate strategies Purely emergent strategies
strategies
»
8 types
of strategy
»
summary
»
discussion

13. »a continuum of strategy«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 13 8 types of strategy
main
message
» Mintzberg & Waters (1985) derive 8 different types of
strategy within the two poles of a purely deliberate and a
»
research purely emergent strategy:
questions
& purpose
»
deliberate
& emergent
Purely deliberate strategies Purely emergent strategies
strategies
»
8 types
of strategy
Pla En Ide Um Pro Un Co Im
»
n ne t re olo bre ce co ns po
d pr e g ic lla ss nn en se
ne al ec su d
summary
ura ted s
l
»
discussion

14. »what‘s the plan?«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 14 1st type of strategy: planned strategy
main
message
» Planned strategy:
»
» Closest to the purely deliberate strategy
research
questions
& purpose
» Clear intentions, articulated in a plan, elaborated in as much
detail as possible (e. g. budget, schedules, a marketing plan, …)
»
deliberate » Programs which guide the behavior of employees
& emergent
strategies
» Formal controls to ensure the pursuit of the plan
»
8 types » Only type of strategy where the distinction between strategy
of strategy
formulation and strategy implementation holds
»
» Found in an acquiescent (=controllable) or at least predictable
summary environment
»
» Powerful firms can impose their plans to their environments or
are able to predict their environments with enough accuracy to
discussion
pursue deliberate

15. »what‘s the plan?«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 15 1st type of strategy: planned strategy
main
message
»
research
questions
& purpose
»
deliberate
& emergent
strategies
Intended strategy Realized strategy
»
Planned strategy
8 types
of strategy
»
summary
»
discussion

16. »what‘s the plan?«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 16 1st type of strategy: planned strategy
» Example of a company with
main
message
»
research
questions
& purpose
a sort of planned strategy:
»
deliberate
& emergent
strategies
» MV Agusta
»
8 types
of strategy
»
summary
»
discussion

17. »what‘s the plan?«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 17 1st type of strategy: planned strategy
» Other examples:
main
message
»
research
» Mining companies
questions
& purpose
»
deliberate
» Airplane companies
& emergent
strategies
»
8 types
of strategy
» Companies which strongly need to
»
summary
plan their activites because of capital
intensive or highly risky businesses
»
discussion

18. »i have a vision«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 18 2nd type of strategy: entrepreneural strategy
main
message
» Entrepreneural strategy:
»
» One individual in personal control of an organization - most of the time
research
questions
the owner or founder
& purpose
» The leader can impose his vision on the company through personal
»
control
deliberate
& emergent » Appears mostly in young and/or small organizations which find relatively
strategies
safe niches
»
» Sometimes appear in larger organizations under conditions of crisis
8 types
of strategy
» Intentions are less precise, not articulated and have less acceptance in the
»
organization
summary
» Provides flexibility at the expense of specifity and articulation of
intentions
»
» Vision provides only a general sense of direction – there
discussion
is room for adaption
» Because the leader’s vision is personal, it can be changed completely

19. »i have a vision«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 19 2nd type of strategy: entrepreneural strategy
main
message
»
research
questions
& purpose
»
vision
deliberate
& emergent
strategies
Intended strategy Realized strategy
»
8 types
of strategy
Entrepreneural strategy
»
summary
»
discussion

20. »i have a vision«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 20 2nd type of strategy: entrepreneural strategy
» Example of a company with
main
message
»
research
questions
& purpose
a sort of entrepreneural strategy:
»
deliberate
& emergent
strategies
» Pagani Automobili
»
8 types
of strategy
»
summary
»
discussion

21. »the right thing to do«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 21 3rd type of strategy: ideological strategy
main
message » Ideological strategy:
»
research
» An ideology is actively shared by many, a vision of one leader is
questions
& purpose
passively accepted
»
» Employees identify so strongly with these visions that they
deliberate pursue them as an ideology
& emergent
strategies
» Intentions or visions are overt (e. g. in programs or through
»
indoctrination) and perhaps articulated in rough form (e. g. in
8 types a credo)
of strategy
» Often root in a vision of a passed out owner of strong leader
»
summary
» The environment is unlikely to change  the purpose of an
ideology is to change the environment or insulate the
»
organization from it
discussion » Visions are less adaptable and changeable because all who share
the ideology have to agree to change their “collective mind” and
because they are rooted in the past and traditions

22. »the right thing to do«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 22 3rd type of strategy: ideological strategy
main
message
»
research
questions
& purpose
ideology
»
deliberate
& emergent
strategies
Intended strategy Realized strategy
»
8 types
of strategy
Ideological strategy
»
summary
»
discussion

23. »the right thing to do«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 23 3rd type of strategy: ideological strategy
» Example of companies with
main
message
»
research
questions
& purpose
a sort of ideological strategy:
»
deliberate
& emergent
strategies
» Ferrari
»
8 types
of strategy
» Lamborghini
»
summary » Lotus
»
discussion

24. »the right thing to do«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 24 3rd type of strategy: ideological strategy
» Other examples:
main
message
»
research
» Charitable institutions
questions
& purpose
»
deliberate
» Distinctive colleges
& emergent
strategies
»
8 types
of strategy
» Terroristic cells
»
summary
»
discussion

25. »do it, but…«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 25 4th type of strategy: umbrella strategy
main
message » Umbrella strategy:
»
research
» Top management sets boundaries and establish kind of
questions
& purpose
umbrellas under which organizational actions are expected to fall
»
» Leaders only have partial control over other actors in the
deliberate organization,
& emergent
strategies
» Complex, uncontrollable and unpredictable environment in
»
8 types » Umbrella strategy is deliberate and emergent; intended at the
of strategy
centre in its broad outlines but not in its specific details
»
» Umbrella strategy is deliberately emergent; the central
summary leadership intentionally creates the conditions under which
strategies can emerge
»
» Ideal strategy for organizational learning, but requires a subtle
discussion
balance between proaction and reaction

26. »do it, but…«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 26 4th type of strategy: umbrella strategy
main
message
»
research
questions
& purpose
»
deliberate
& emergent
strategies
Intended strategy Realized strategy
»
8 types
of strategy
Umbrella strategy
»
summary
»
discussion

27. »do it, but…«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 27 4th type of strategy: umbrella strategy
» Example of companies with
main
message
»
research
questions
& purpose
a sort of umbrella strategy:
»
deliberate
& emergent
strategies
» KTM
»
8 types
of strategy
»
summary
»
discussion

28. »do it, but…«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 28 4th type of strategy: umbrella strategy
main
message » Other examples:
»
research
questions
» The NASA; putting a man on the moon
& purpose
» Architectural firm, which partners defined what
»
deliberate
& emergent
buildings they wished to design: unique, excellent
strategies
and highly visible – under that umbrella, anything
»
went; performing art centres, shopping malls, office
8 types
of strategy buildings, hotels, …
»
» Virtually all real world strategies have umbrella
summary
characteristics; in no organization can the central
leadership totally pre-empt the discretion of others
»
discussion

29. »we set the stage, you play«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 29 5th type of strategy: process strategy
main
message » Process strategy:
»
research
questions
» Top management exercises influence indirectly – it
& purpose controls the process of strategy making while leaving the
content of strategy to other actors
»
deliberate
& emergent
strategies
» The central leadership designs the system that allows
others the flexibility to evolve patterns within it
»
8 types
of strategy
» Complex, uncontrollable and unpredictable environment
in which a variety of actors in the organization who are
»
closer to the market or customers, need discretion to
summary
determine outcomes
» Often found in divisionalized organizations of a
»
conglomerate nature
discussion

30. »we set the stage, you play«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 30 5th type of strategy: process strategy
main
message
»
research
questions
& purpose
»
deliberate
& emergent
strategies
Intended strategy Realized strategy
»
8 types
of strategy
»
Process strategy
summary
»
discussion

31. »i‘ll do it my way«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 31 6th type of strategy: unconnected strategy
main
message
» Unconnected strategy:
»
» One part of the organization with considerable discretion (a subunit,
research
questions
sometimes even a single individual), because it is only loosely coupled to
& purpose the rest, is able to realize its own pattern in its stream of action
»
» Relatively emergent from the perspective of the entire organization.
deliberate
& emergent » From the perspective of the unit or individual, clearly deliberate or
strategies
emergent, depending on the prior existence of intentions
»
» The unit or individual does not have to articulate his or her intentions, so
8 types
of strategy
no one can ever be sure what was intended
»
» Often found in organizations of experts, reflecting the complexity of the
environment that they face
summary
» Unconnected strategies often contradict planned or umbrella strategies
and are therefore basis for strategic adaption or organizational learning
»
discussion

32. »i‘ll do it my way«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 32 6th type of strategy: unconnected strategy
main
message
»
research
questions
& purpose
»
deliberate
& emergent
strategies
Intended strategy organizational strategy Realized strategy
»
8 types
of strategy
»
Unconnected strategy
summary
»
discussion

33. »let‘s work together«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 33 7th type of strategy: consensus strategy
main
message » Consensus strategy:
»
» Many different actors naturally converge on the
research
questions
& purpose
same theme, or pattern, so that it becomes
»
deliberate
pervasive in the organization
& emergent
strategies
» No need for any central direction or control
»
8 types
of strategy
» No prior intention of a central leadership at all,
so the consensus strategy is rather clearly
»
summary
emergent
»
» A consensus strategy derives not from collective
discussion intention, but from collective action

34. »let‘s work together«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 34 7th type of strategy: consensus strategy
main
message
»
research
questions
& purpose
»
deliberate
& emergent
strategies
Intended strategy Realized strategy
»
8 types
of strategy
»
Consensus strategy
summary
»
discussion

35. »pressure from outside«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 35 8th type of strategy: imposed strategy
main
message » Imposed strategy:
»
» The strategy is imposed from outside
research
questions
& purpose
»
» The environment can directly force the
organization into a pattern in its stream of
deliberate
& emergent
strategies
actions, regardless of the presence of central
»
8 types controls
of strategy
» Sometimes the environment rather than
»
summary
people per se impose strategies on
organizations, simply by severely restricting
»
the options open to them
discussion

36. »pressure from outside«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 36 8th type of strategy: imposed strategy
main
message
»
Intended strategy Realized strategy
research
questions
& purpose
Imposed strategy
»
deliberate
& emergent
strategies
»
8 types Intended strategy Realized strategy
of strategy
»
Imposed strategy
summary
»
discussion

37. »pressure from outside«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
8th type of strategy: imposed strategy
Boris Morgounovski
Page 37
main » Example: The little Prince (by Saint-Exupéry)
message
» The little prince: “ I want to see a sunset. Order the sun to go
»
research
down!”
questions
& purpose » The king: “If I would order a general to fly from flower to flower
like a butterfly or to write a tragedy or to transform himself into
»
a bird, and if this general would not follow my order, would it be
deliberate
& emergent
my fault or his?”
strategies
» The little prince: “It would be yours.”
»
8 types
» The king: “Right. You have to give
of strategy people orders which they actually can
follow.”
»
» The little prince: “But what is with
summary my sunset?”
»
» The king: “You will have your sunset.
I will order the sun to go down. But
discussion with all my knowledge I will order it
if the circumstances are appropriate.”

38. »What it‘s all about?«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
Agenda.
A. Schwarzinger
Boris Morgounovski
Page 38
» main message of the paper
» research question(s) & purpose
» deliberate and emergent strategies
» 8 types of strategies
» summary
» discussion

39. »lesson‘s learnt reloaded«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 39 propositions
main » Strategies tend to be more deliberate in tightly coupled,
message
centrally controlled organizations
»
research » Strategies tend to be more emergent in decentralized, loosely
questions
& purpose coupled ones
»
» Strategy formation walks on two feet, one deliberate and one
deliberate
& emergent emergent
strategies
» Important:
»
8 types
of strategy » Emergent strategy does not mean chaos, but unintended order
instead.
»
» Emergent strategy implies learning what works.
summary
» Emergent strategy does not mean that management is out of
»
control, only that it is open, flexible and responsive as well as
willing to learn
discussion

40. »What it‘s all about?«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
Agenda.
A. Schwarzinger
Boris Morgounovski
Page 40
» main message of the paper
» research question(s) & purpose
» deliberate and emergent strategies
» 8 types of strategies
» summary
» discussion

41. »what else?«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 41 limitations
main
message
» Suggested propositions within the
paper are based on own, limited research
»
research
questions
activities of the authors
& purpose
» The 8 shown strategies are purely theoretical
»
deliberate
& emergent
and, as shown, can not be
strategies
just put into practice
»
8 types
of strategy » The interplay between the 8 shown strategies
was not part of the research
»
summary
» Further research, broader samples and more
variety has to be done
»
discussion

42. »what else?«
presentation of scientific papers
seminar: strategy-as-pratice
University of Zurich
23rd of September, 2010
A. Schwarzinger
Boris Morgounovski
Page 42 questions and furture research
main
message » Do the propositions hold up in broader
samples?
»
research
questions
& purpose
» Can the shown 8 types of strategy be
»
deliberate
& emergent
strategies
combined with existing strategic concepts,
theories and frameworks?
»
8 types
of strategy
» Will e. g. cost leadership strategies turn
»
summary out to be more deliberate and
differentiation strategies more emergent
»
discussion (Porter, 1980)?