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Strategy change and innovation We are told by writers on strategy that we should keep the environment under constant review Form the point of view of strategic management what is the practical use of knowing what is going on in the environment Can environmental scanning tools be distinguished in terms of a the information they provide and b the use that can be made of that information and which tools would you use in what circumstances Introduction Strategy - There is no absolute answer about what is strategy as it will change with its external and internal environment According to the Henry Mintzberg 1994 The Rise and Fall of Strategic Planning he pointed out that people use strategy in several different ways the most common being these four 61656Strategy is a plan a how a means of getting from here to there 61656Strategy is a pattern in actions over time for example a company that regularly markets very expensive products is using a high end strategy 61656Strategy is position that is it reflects decisions to offer particular products or services in particular markets 61656Strategy is perspective that is vision and direction Mintzberg argues that strategy emerges over time as intentions collide with and accommodate a changing reality Thus one might start with a perspective and conclude that it calls for a certain position which is to be achieved by way of a carefully crafted plan with the eventual outcome and strategy reflected in a pattern evident in decisions and actions over time This pattern in decisions and actions defines what Mintzberg called realized or emergent strategy May be you will ask what kind of reasons will make strategy not work There are a few examples 61656Condition change 61656Customers didnt respond the way we had hoped 61656The organisation resisted change 61656The skilled that we need is not develop in time In this case a constant review of the environment
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