A01 chaf6542 06 se fm indd

prescriptive strategy

 

approach, strategic analysis is used to develop a strategy, and it is then implemented. In other 

words, the strategy is prescribed in advance. Alternatively, in the 

emergent strategy

 approach, 

strategic analysis, strategic development and strategy implementation are interrelated.

In reality, most organisational strategy development and planning processes have elements 

of prescriptive and emergent strategy. The prescriptive elements are the structured annual or 

 six-  monthly budgeting process or a  longer-  term  three-  year rolling marketing planning process. 

But, on a shorter timescale, organisations also need an emergent process to enable strategic 

agility (introduced in Chapter 2) and the ability to respond rapidly to marketplace dynamics. 

E-consultancy (2008a) has researched approaches used to encourage emergent strategies or 

strategic agility based on interviews with e-commerce practitioners – see Table 5.2.

M05_CHAF6542_06_SE_C05.indd   191

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Part 2  Strategy and applications

 Figure 5.5 

 Dynamic  digital  business  strategy  model       

  Source : Adapted from description in Kalakota and Robinson (2000). 

Knowledge

building and

capability

evaluation

Feedback

Key

insights

Events

Digital business

blueprint

(planning

applications)

Priorities

Key

objectives

Digital business

design

(business

goals)

Applications

development

and

deployment