The strategy LensesStrategy as design
Strategy as experience
Strategy as Ideas
Strategy as Design :
The design lens views strategy development as the
deliberate positioning of the organization through a
rational, analytic, structured and directive process.
e.g. Ranbaxy’s sell off to Daiichi.
e.g. Low cost airlines concept introduced by Air
Strategy as experience :Strategies develop in an
adaptive fashion building on the existing strategy
and changing gradually. Strategy is better
understood in terms of continuity or momentum,
once an organization has adopted a particular
strategy, it tends to develop from within that
strategy, rather than fundamentally changing
E.g. Jet Airlines takeover of Sahara Airlines to form Jet
Strategy as ideas
The ideas lens sees strategy as the emergence of
order and innovation from the variety and diversity
which exists in and around organizations.
E.g. repositioning of Air Deccan by Kingfisher
Airlines to form Kingfisher-Red.
GE’s concept of boundarylessness.
Implications of strategy Development:
Incremental strategy development :
Trying to adapt to the changing environment, e.g.
rationalization of fares / customer service of IA in
view of competition faced from JET and Kingfisher.
Intended and realized strategies:
deliberate, systematic process of development and
e.g.- low cost airline , e.g. Air Deccan finding ways
of slashing ticket fares
e.g. merger of Kingfisher Airlines & Air Deccan