People say that: “Strategic analysis and choice largely involve making subjective decisions based on objective information” and I totally agree with it. The nature of strategy analysis and choice is to focus on establishing long-term objectives, generating alternative strategies, and selecting strategies to pursue. So, first, we must have enough information. This is objective information include internal and external factors: weakness, strengths, opportunities, and threats. Making small decisions in the input matrices regarding the relative importance of external and internal factors allows strategists to generate and evaluate alternative strategies more effectively. Then, we have many alternatives strategies, but we have to select a strategy by making a decision. This decision depends on what we think, so it is subjective decision. But we try to develop some techniques for objective evaluation alternative strategies. There are basically two types of decision making. The first is objective or logical or quantitative. The second is subjective or qualitative. Because an objective decision is often better than a subjective decision, so we the goal is to make decision as objective as possible. The key to making a good subjective decision is to make your subjective judgments on very small increments of the total decision. Your ability to make small simple judgments is much higher than your ability to make large complex judgments. When you rate your subjective feelings and opinions, by putting numbers to them, you make your subjective decision as objective as possible. All in all, strategic analysis and choice is mainly making subjective decisions based on objective information but we should make our subjective decision as objective as possible.
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