DIFFERENT WAYS TO DEFINE

STRATEGY

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strategy exists on so many levels: account planning in advertising, brand strategy on brand level,

marketing, business, corporate strategies on their respective levels

and yet there is no single way to define what strategy is in

the business world

…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

so let’s take a look at different way to think about strategy

POINT OF VIEW

STRATEGY AS…

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.

REFRAME FOR WHOLE NEW

PATTERNS OF ADVANTAGE AND WEAKNESS

RICHARD RUMELT

DISCOVERY

STRATEGY AS…

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.

DISCOVER SENSE AND DISCARD

NONSENSE

JULES GODDARD and Tonny Eccles

DIRECTION

STRATEGY AS…

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 RUMELTGood 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

PUT UP A SIGNPOST A KERNEL THAT OUTLINES

DIAGNOSIS, A GUIDING POLICY AND COHERENT ACTION

RICHARD RUMELT

LINK

STRATEGY AS…

Strategy is a link between firm and its environment

ROBERT M. GRANTContemporary Strategy Analysis

LINK

STRATEGY AS…

MARTIN REEVESYour 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

CREATE A LINKBETWEEN THE ENVIRONMENT AND

THE COMPANY OR BUSINESS

ROBERT M. GRANT and MARTIN REEVES

PATTERN

STRATEGY AS…

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 ANDREWSThe 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

WEAVE A PATTERN

OF PURPOSES, OBJECTIVES AND GOALS

KENNETH ANDREWS

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