By: Fatima Javed

Rebecca Ali

Introduction
Strategic Drift
Strategic Lenses
Contemporary themes affecting strategy development

Strategies fail to address the strategic

position of the company

Poor response rate

Focus on past

Strategy as
Design

Strategy as
Experience

Strategy as
Ideas

Managers should
take decisions
focused on
optimizing
performance

Managers
should be
rational decision
makers

A rational
and logical
process

Direction

Strategic
Management

The view that future strategies of organizations are based

on adaption of past strategies and influenced by
experience.

It's a 'bottom up' approach and requires an organizational

culture which allows all employees to feel able to
express their ideas.

Importance of variety
Creating context
Fewer boundaries and greater communication
Questioning is more important then consensus

A manager considers buying car.

Design Lens
Obtain
brochures
Major
factors
Performance

Experience
Lens
Always
driven
jaguar

Idea Lens
Bought open
top
Mercedes
sports

Internationalization

E-commerce

Changing purposes

Knowledge and
learning

extend market size

range of competitors

raise issues of relationships with

potential partners overseas

Private
companies
Collectivism vs individualism

Public
companies

The speed at which the data can be analysed and

communication enacted has been transformed by the
development in information and communication
technologies(ICT).

The uncertainty is about the direction and speed of

these changes

Challenges in e-commerce

The relative power of buyer and suppliers is changed by ecommerce transactions as now they have more access
about the info of competitors offering so they can shift

Expectations of stakeholders also change by e commerce

as the strategies of organizations may be now more visible
to banks , employees and community, e.g. statements ,
CSR etc.
Choices available to organization also differ by e
commerce they have ability to service small market
segment and wider geography.

Private sector

Public or not
for profit
sector

Private
business ethics

corporate
social
responsibility

Public or not
for profit
danger scare
resource

business like

Great need for

Market knowledge
New competencies such as financial
management

An ability to work in partnerships

Less centralization

Innovation

Game changer
Strategic success
Essential for the survival of
organizations

Razer mobile

walkman

Challenges in innovation

to challenge the status quoin the industry or market

the awareness of how organization's resources and

competencies can be stretched to create new opportunities.
Innovations will also be influenced by the way people are
managed and how they interact e.g. Organization's
structures that encourage interactions