According to Johnson, Scholes and Whittington (2005),” Strategy is the direction and scope of an organization over the long term which achieves advantage for the organization through its configuration of resources within a changing environment, to meet the needs of markets & fulfill stakeholder expectations.” Since 1960’s several notions of strategy led to formation of different strategy schools. Each of these schools had different interpretations of a firm’s situation and different assumptions of the strategy process that go with them. McKiernan (1996) and Mintzberg et al. (1998) came up with ten different schools of strategic management. Three prescriptive schools, i.e., Design, Planning and Positional as identified by Mintzberg have dominated the literature and practice. (Haberberg & Rieple, 2001; Senior & Fleming, 2006)
The Design school has had a big impact on the strategy formation process. Simplicity is the essence of this school. General... [continues]
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