A01 chaf6542 06 se fm indd

  Strategic  analysis 

  Collection  and  review 

of information about an 

organisation’s internal 

processes and resources 

and external marketplace 

factors in order to inform 

strategy  definition.   

Table 5.2

Continued

 Aspect of emergent strategy 

 Approaches used to support emergent digital strategy 

 Strategy formulation and 

selection 

•   Budget flexible to reassign priorities

•   Dedicated or ‘ ring- fenced’ IT budget up to agreed limits to reduce protracted review cycles

•   Digital channel strategy group meets monthly, empowered to take decisions about

which new web functionality to implement   

 Strategy  implementation 

•   Use of agile development methodologies to enable rapid development

•   Area of site used to showcase new tools currently under trial (for example Google Labs

( http://labs.google.com )). This area no longer exists   

 Source: E‑consultancy (2008a). 

 Kalakota and Robinson (2000) recommend a dynamic emergent strategy process specific 

to digital business – see  Figure   5.5   . It essentially shares similar features to  Figure   5.4   , but with 

an emphasis on responsiveness with continuous review and prioritisation of investment in 

new  applications.    

  Strategic  analysis