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1 Introduction Strategy according to Henry Mintzberg Henry Mintzberg in his 1994 book The Rise and Fall of Strategic Planning points out that people use strategy in several different ways the most common being these five 1Strategy is a plan a how a means of getting from here to there 2Strategy is a pattern in actions over time for example a company that regularly markets very expensive products is using a high end strategy 3Strategy is a position that is it reflects decisions to offer particular products or services in particular markets 4Strategy is a perspective an organisations fundamental way of doing things grand vision 5Strategy is a ploy a specific manoeuvre intended to outwit an opponent or competitor Mintzberg also points out that for each advantage a strategy provides us a disadvantage exists thus Strategy sets direction but may create blinders on our thinking It focuses effort but may create group-think It provides consistency but may distort the reality of a situation through oversimplification Even after these caveats Mintzberg is quick to say that strategy is definitely important or rather the use of it is Strategy resolves the big issues so that people can get on with the little details 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 decision and actions over time This pattern in decisions and actions defines what Mintzberg called realized or emergent strategy 2 Strategy formation according to Henry Mintzberg 21 Introduction There are a number of ways to consider strategy formation Many respected business authors have for several decades debated and tried to convince the world that their way is
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