Three ways to create a Strategy? by Andrew Isherwood

Three ways to create a new strategy - Entrepreneurial, Emergent and Intended

There are arguably three ways to create a strategy:

 

Entrepreneurial

This method is very much the gut feeling by either an individual or small group, who decides on the direction of an organisation.  Strategy tools are mostly used for validating the gut feeling of the Entrepreneur and to communicate this to the stakeholders. 1

Emergent Orientated

The strategy becomes the obvious choice and emerges from day to day activities and from what has succeeded in the past.  Again strategy tools if they are used will be to validate and communicate the strategy.  As opportunities are spotted they are seized, maybe using some SWOT analysis or financial planning to underpin these obvious strategic moves.2

Intended Strategy

Intended strategy consists of strategies which are deliberately created through some process for example a number of leaders within an organisation, who use their combined creativeness and strategic tools to generate new strategies for the organisation.  Using the tools to generate the strategy and validate and communicate it.  As such this approach looks at the organisations capabilities, at the environment the organisation sits in and creates and validates a strategic ‘position’.  This type of strategy tends to be a once yearly task that is done at a strategy conference with maybe quarterly updates3.

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  1. Stokes D., Wilson N. & Mador M. (2010) “Entreprenurship”, Cengage Learning EMEA []
  2. Johnson G, Scholes K & Whittington R. (2008) “Exploring Corporate Strategy” Person Education Limited []
  3. Johnson G, Scholes K & Whittington R. (2008) “Exploring Corporate Strategy” Person Education Limited []

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