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Strategy
Chandler (1990) defines strategy as “the determination of the basic long term goals and objectives of an enterprise and the adoption of courses of action and the allocation of resources necessary for carrying out these goals”. Chandler therefore refers to a strategy as determining where you are now, where you want to be and what resources you need. However Porter (1996) states that “strategy is the process of creating a unique and valuable position with means of another set of activities” putting more emphasis on activities which form a strategy of a company.
Figure . www.simply-strategic-planning.com
Mintzberg (1987) also has his own definition for the term but places it into five different headings. The first meaning is “plan”, stating that strategy is a plan or a set of rules to deal with a situation: therefore these decisions are made purposefully and deliberately. Then next suggestion is “ploy”, he says that’s strategies can also be a ploy as well, meaning a particular plan to outsmart your competition. Mintzberg (1987) not only said strategy could be defined as a plan or a ploy but also a “pattern”. Strategy coming from patterns can often be seen as the subsequent actions which have had an effect on the business. The forth meaning of strategy is “position”: this refers to the internal and external environment in which the organisation operates in. Finally Mintzberg (1987) suggests that it can also be defined as a “perspective”. This is where the members of an organisation collectively create a strategy which is formed by their common thinking and or behavior. As a conclusion of what is meant by strategy there is no definitive answer. Mintzberg (1987), Chandler (1990), and Porter (1996) all have varied perceptions on their connotation of strategy. E.E.H. Streese (2009) concludes that “Mintzberg (1978) sees strategy as a process; Chandler (1990) takes the perspective of strategy as resource allocation and as a plan of action, whereas Porter
Chandler (1990) defines strategy as “the determination of the basic long term goals and objectives of an enterprise and the adoption of courses of action and the allocation of resources necessary for carrying out these goals”. Chandler therefore refers to a strategy as determining where you are now, where you want to be and what resources you need. However Porter (1996) states that “strategy is the process of creating a unique and valuable position with means of another set of activities” putting more emphasis on activities which form a strategy of a company.
Figure . www.simply-strategic-planning.com
Mintzberg (1987) also has his own definition for the term but places it into five different headings. The first meaning is “plan”, stating that strategy is a plan or a set of rules to deal with a situation: therefore these decisions are made purposefully and deliberately. Then next suggestion is “ploy”, he says that’s strategies can also be a ploy as well, meaning a particular plan to outsmart your competition. Mintzberg (1987) not only said strategy could be defined as a plan or a ploy but also a “pattern”. Strategy coming from patterns can often be seen as the subsequent actions which have had an effect on the business. The forth meaning of strategy is “position”: this refers to the internal and external environment in which the organisation operates in. Finally Mintzberg (1987) suggests that it can also be defined as a “perspective”. This is where the members of an organisation collectively create a strategy which is formed by their common thinking and or behavior. As a conclusion of what is meant by strategy there is no definitive answer. Mintzberg (1987), Chandler (1990), and Porter (1996) all have varied perceptions on their connotation of strategy. E.E.H. Streese (2009) concludes that “Mintzberg (1978) sees strategy as a process; Chandler (1990) takes the perspective of strategy as resource allocation and as a plan of action, whereas Porter
Bibliography: David Campbell, George Stonehouse, Bill Houston. (2002) “Business Strategy”, A Butterworth-Heinemann Title David Campbell, George Stonehouse, Bill Houston. (2011) “Business Strategy” third edition, Palgrave Macmillan Johnson G, Scholes K & Whittington R. (2008) “Exploring Corporate Strategy”, Person Education Limited Chandler, A. D. (1990). “Strategy and Structure”, Chapters in the History of the Industrial Enterprise, Cambridge MIT Press abta.com/news-and-views/policy-zone/more/air-passenger-duty, 21 March 2013 m360.sim.edu.sg/article/Pages/Importance-of-the-External-Environment.aspx, 01 Mar 2013