Strategic lenses
From Wikipedia, the free encyclopedia
Strategic lenses are a concept of strategic management. They are the three angles from which Strategy can be viewed and implemented on a corporate level
[edit] Strategy As Design
This is a Logical analytical process. This lense views Strategy development as a process of logical determinism. Through careful evaluation of the firm's industry, environment and available resources, the optimal strategy and clear direction can be determined. This strategic process thus follows an analysis-selection-implementation process.
Fundamental to this view is that the responsibility of strategy development is top-management driven and that they are capable of choosing the optimal strategy for the business.
[edit] Strategy As Experience
Many proponents of the view of Strategy As Experience, such as Henry Mintzberg would argue that the design lens is often inaccurate as top level executives are too distant from daily developments of the organisation.
According to Minzberg, strategic development should be adaptive, and divides it into intended, realised and emergent strategies.
In this model, strategic development is the continuous adaptation of past strategies based on experience. In this view strategy is greatly influenced by taken for granted assumptions (culture) and involves large levels of bargaining and negotiation
[edit] Strategy As Ideas
This lense spawned from the fact that innovation is taken for granted under the design view. The imposing of new strategy upon employees under the design view leads to conformity which can often stifle innovation. In industries with short business cycles and fast technological advances innovation is an essential ingredient for competitive advantage. The Ideas lense attempts to provide an approach to utilise the innovation of the firm.
It places a strong emphasis on the importance of variety and diversity for innovation. It actively seeks out emergent strategy from within and around the organisation. As opposed to creating strategic designs, top managers instead create the conditions to foster and encourage Innovative thinking and creative development.
