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Do you think strategy is important? Specifically, is it necessary for an organization to have a unified, coherent strategy? Why or why not? In practice, are strategies the result of a deliberate process or do they simply emerge? What do you think? In the end, what is strategy anyhow? Does strategy matter?
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First, a couple of definitions of strategy for a baseline:
Johnson and Scholes (Exploring Corporate Strategy) define strategy as follows:
“Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations”.
http://tutor2u.net/business/strategy/what_is_strategy.htm
“Strategic management is an ongoing process that evaluates and controls the business and the industries in which the company is involved; assesses its competitors and sets goals and strategies to meet all existing and potential competitors; and then reassesses each strategy annually or quarterly [i.e. regularly] to determine how it has been implemented and whether it has succeeded or needs replacement by a new strategy to meet changed circumstances, new technology, new competitors, a new economic environment., or a new social, financial, or …
