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Strategy testing as an interplay between strategy formulation and implementation?

Ven, Dennis van der (2016) Strategy testing as an interplay between strategy formulation and implementation?

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Abstract:For this paper, the premise is made that (successfully) executing on a plan that does not work is at the heart of strategic failures. The study elaborates on the thought that strategy testing serves the goal of making better strategic decisions based on proven strategic initiatives, which ultimately enhance business success. An elaborated literature review identified five approaches which can be used for the purpose of strategy testing. Due the exploratory nature of this study, a qualitative research approach has been chosen. The data was collected from eight early stage IT-ventures by means of semi-structured interviews with executives. The findings of this study demonstrate that the majority of the case ventures aren’t systematically testing their strategies. In fact, most of the ventures pay limited attention to their strategy development process in general, and strategy testing in particular. Only one case venture strictly applies one of the strategy testing approaches discussed in the literature review, whereas the other case ventures merely apply certain elements of strategy testing approaches. The three main points of attention derived from this study’s findings are: 1) applying elements of an approach is not the same as applying the approach, 2) strategy is more than a product, and 3) meaningful testing requires measurements.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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