Methodologies guiding strategy development

Denise Jarratt, David Stiles

    Research output: Book chapter/Published conference paperConference paperpeer-review

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    Abstract

    A number of criticisms have been levelled at the use of traditional methodologies such as SWOT, PEST, BCG, and Ansoff's framework in current business environments. In developing strategy in increasingly dynamic environments, the academic literature has encouraged the continuous application of forward looking approaches that capture both hard and soft signals. In light of these criticisms and recommendations for alternative approaches, the objective of this research is to understand what approaches, strategic tools and frameworks senior executives are engaging with as they devise competitive strategy, and how these tools are being implemented. The research captures views of senior executives in the UK responsible for the development of competitive strategy. Even though managers emphasised their awareness of the limitations of traditional methodologies, the findings revealed a continuing acceptance of SWOT and PEST as mechanisms for organising information to support strategy development, although few adopted these frameworks as the definitive mechanisms for strategy development. Although recognition of the limitations of these approaches encouraged adjustment of their use, the application of these frameworks early in the strategy development process as a mechanism for organising information was not perceived by those interviewed to contain sense-making, perceptions of the future or strategy possibilities considered.
    Original languageEnglish
    Title of host publication21st ANZAM conference
    Subtitle of host publicationManaging our intellectual and social capital
    EditorsRoss Chapman
    Place of PublicationSydney, Australia
    PublisherANZAM
    Pages15
    Number of pages1
    ISBN (Electronic)1863081402
    Publication statusPublished - 2007
    EventAustralian and New Zealand Academy of Management (ANZAM) Conference - Sydney, Australia, Australia
    Duration: 04 Dec 200707 Dec 2007

    Conference

    ConferenceAustralian and New Zealand Academy of Management (ANZAM) Conference
    CountryAustralia
    Period04/12/0707/12/07

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