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Strategy definitions: different persectives

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we talk about strategies, but more than often we fail to define what is strategy. Here is a short compilation of different ways to look at what strategy is

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Strategy definitions: different persectives

  1. 1. DIFFERENT WAYS TO DEFINE STRATEGY www.semiosearch.lt
  2. 2. strategy exists on so many levels: account planning in advertising, brand strategy on brand level, marketing, business, corporate strategies on their respective levels
  3. 3. and yet there is no single way to define what strategy is in the business world
  4. 4. …the topic of strategy can not be explained as a set of straightforward definitions and rules to be memorized and applied. The strongly conflicting views mean that strategy can not be summarized into broadly agreed on definitions, rules, matrices and flow diagrams that one must simply absorb and learn to use. BOB DE WIT and RON MEYER Strategy: process, content, context
  5. 5. so let’s take a look at different way to think about strategy
  6. 6. POINT OF VIEW STRATEGY AS…
  7. 7. STRATEGY AS… “The creation of new strengths through subtle shifts in viewpoint. An insightful reframing of a competitive situation can create whole new patterns of advantage and weakness. The most powerful strategies arise from such game- changing insights” RICHARD RUMELT Good Strategy, Bad Strategy POINT OF VIEW Richard Rumelt defines strategy not only something that can be created by direct effort, but something that can be discovered by changing the perspective.
  8. 8. REFRAME FOR WHOLE NEW PATTERNS OF ADVANTAGE AND WEAKNESS RICHARD RUMELT
  9. 9. DISCOVERY STRATEGY AS…
  10. 10. STRATEGY AS… “Strategising is therefore a discovery process, where the game is won by those who acquire sense and discard nonsense faster than their rivals.” JULES GODDARD and Tonny Eccles Uncommon Sense, Common Nonsense DISCOVERY Richard Rumelt defines strategy not only something that can be created by direct effort, but something that can be discovered by changing the perspective.
  11. 11. DISCOVER SENSE AND DISCARD NONSENSE JULES GODDARD and Tonny Eccles
  12. 12. DIRECTION STRATEGY AS…
  13. 13. A good strategy has an essential logical structure that I call the kernel. The kernel of a strategy contains three elements: a diagnosis, a guiding policy, and coherent action. The guiding policy specifies the approach to dealing with the obstacles called out in the diagnosis. It is like a signpost, marking the direction forward but not defining the details of the trip. RICHARD RUMELT Good strategy, bad strategy DIRECTION STRATEGY AS… Direction works as a guiding principle that helps to unite and co-ordinate all the elements that fall under strategic actions
  14. 14. PUT UP A SIGNPOST A KERNEL THAT OUTLINES DIAGNOSIS, A GUIDING POLICY AND COHERENT ACTION RICHARD RUMELT
  15. 15. LINK STRATEGY AS…
  16. 16. Strategy is a link between firm and its environment ROBERT M. GRANT Contemporary Strategy Analysis LINK STRATEGY AS… MARTIN REEVES Your Strategy Needs a Strategy Your environment dictates your approach to strategy. You need to assess the environment and then match and apply the appropriate approach. But how do you characterize the business environment, and how do you choose which approach to strategy is best suited to the job of defining a winning course of action
  17. 17. CREATE A LINK BETWEEN THE ENVIRONMENT AND THE COMPANY OR BUSINESS ROBERT M. GRANT and MARTIN REEVES
  18. 18. PATTERN STRATEGY AS…
  19. 19. Strategy is the pattern of objectives, purposes, or goals and the major policies and plans for achieving these goals, stated in such a way as to define what business the company is in or is to be in and the kind of company it is or is to be. KENNETH ANDREWS The Concept of Corporate Strategy PATTERN STRATEGY AS… Strategy can be defined as a system where different areas are clearly defined in relationship with each other and form a unified picture
  20. 20. WEAVE A PATTERN OF PURPOSES, OBJECTIVES AND GOALS KENNETH ANDREWS
  21. 21. www.semiosearch.lt

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