Understanding strategy development 4

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Understanding strategy development 4

  1. 1. Understanding Strategy Development The strategy LensesStrategy as design Strategy as experience Strategy as Ideas
  2. 2. 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 Deccan.
  3. 3. 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 direction. E.g. Jet Airlines takeover of Sahara Airlines to form Jet Lite
  4. 4. 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.
  5. 5. 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 implementation. e.g.- low cost airline , e.g. Air Deccan finding ways of slashing ticket fares e.g. merger of Kingfisher Airlines & Air Deccan

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