The different approaches to develop strategy. Is there evidence in today's business world to suggest there is one best way?

Résumé du document

For a couple of years, the concept of strategy has become fundamental for any type of business. According to Ansoff (1965), the practice of strategic planning is now widespread among large, medium and small firms. The strategy comes from the Greek word "stractos" which means "armed" and "agein" which means "lead". It's the art of coordinating action and the development of a policy, defined in terms of its strengths and weaknesses, taking into account the threats and opportunities. According to A.D Chandler; a strategy is to determine the objectives and the long-term fundamentals goals of an organization. In a second step, it helps in choosing the purpose, the resources and the means to achieve these goals and objectives (Chandler 1962). Strategy helps all managers take fundamental decisions about the future of a business.

Extraits

[...] There isn't a clear distinction between the strategy development and implementation phases, according to Lynch (2003) “they are closely linked one responding to the result obtained by the other” p17. Managers make experiments, tests. He writes “There is no final, agreed strategy but rather a series of experimental approaches that are considered by those involved and then developed further. Strategy emerges during a process of crafting and testing” p19. On the one hand the deliberate strategy provides a complete overview of the organisation, what makes it possible to make an evaluation of organization resources in the, environment. [...]

[...] (2007) Inventer un serveur inédit sur le web ou le mobile Capital p106 - Greene, J. (2007) Microsoft and Facebook Hook Up http://www.Business Week Online -Lindsay, R. july 2007) “Kraft offers 5.3 bn for Danone's biscuits” The times -Poussielgue, G. (31 octobre 2007). Nintendo ou le jeu vidéo pour tous Les echos. - Jagger, S. “Merrill Lynch chief Stan O'Neal is toppled in wake of $ 7.9 bn writedown (29 octobre 2007) The times Bibliographie -Johnson, G & Scholes, K.(2005) “Exploring Corporate Strategy 7 th ed. [...]

[...] The setting up of a deliberate strategy is divided in three parts which are all linked together but sequentially. The first part is the strategic analysis. In this part, mission and objective identifications must be made, as well as resources and environment analysis. Managers must analyse the market, the economic and political environments but also especially the competitors. Moreover, they have to analyse skills like employees competencies for example. And finally, they determine the vision, mission and objectives. The second stage is strategic development. [...]

[...] What enables them to be always with the point of the innovation and to take advantage on its competitors when it wishes? Microsoft has taken a stake of for 240 millions dollars in Facebook. For Microsoft, Facebook represents an extraordinary platform, since the frequentation of the site grows at an exponential speed: each day, it is more than 200.000 new inscriptions which are recorded. The advertising repercussions for Microsoft can be phenomenal. For Microsoft, the deal underscores the rising importance of online advertising. [...]

[...] Stanley O `Neal was the director of Meryll Lynch, one of the biggest American investment banks. Stanley neal would have contacted the bank Wachovia, without having prior approval on behalf of the board of directors, to evoke a possible fusion. It chose to use a strategy deliberate since it does not ask any council and makes the decisions all alone. Jagger(2007) However, in our current world, each company can't choose one strategy definitively. In this case, they employ the strategy planning. It is a strategy which merges both strategies, emergent and deliberate. [...]