a definitive guide to the organization’s long-term intentions.
Many people still believe that this is the case, but it is a misrepre-
sentation of reality. In practice the formulation of strategy is
never the rational and linear process described by some writers
or attempted by some managers. Strategies often tend to be
fragmented, evolutionary and largely intuitive. They emerge
in response to evolving situations in the shape of actions and
reactions. This does not mean that a strategic approach to
management as described below is inappropriate or unachiev-
able. It may not be such a formal process as some people think
but it is still desirable to assess continuously where you want
to go and how you intend to get there and to consider how
this can best fit in with the achievement of the organization’s
goals.
STRATEGIC MANAGEMENT
The purpose of strategic management as defined by Rosabeth
Moss Kanter is to ‘elicit the present actions for the future’ and
become ‘action vehicles – integrating and institutionalizing
mechanisms for change’. Their main concern is to identify the
broader issues they are facing and decide on the general direc-
tions they must take to deal with these issues and achieve future
business objectives. They do not take a narrow or restricted view.
Strategic management deals with both ends and means. As an
end it describes a vision of what something will look like in a few
years’ time. As a means, it shows how it is expected that the
vision will be realized. Strategic management is visionary
management, concerned with creating and conceptualizing ideas
of where the organization should be going. But it is also
empirical management which decides how in practice it is
going to get there. This means getting things right now.
Businesses and managers must perform well in the present to
succeed in the future. Strategic management is about the future
but it is also about integrating activities now so that they are
mutually supportive in the pursuit of immediate and longer-
term goals.
How to Manage Strategically 181