Objectives of knowledge management

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
7/23/14 11:16 AM

---

192
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