INMA_A01.QXD

It can be argued, however, that there is a need for more responsive strategic process

models where reaction can occur to events in the marketplace. Mintzberg and Quinn

(1991) and other authors commenting on corporate strategy, such as Lynch (2000), dis-

tinguish between prescriptive and emergent strategy approaches. In the prescriptive

strategyapproach, similar to Figure 4.4, Lynch identifies three elements of strategy –

strategic analysis, strategic development and strategy implementation, and these are

linked together sequentially. Strategic analysis is used to develop a strategy, and it is then

implemented. In other words, the strategy is prescribed in advance. Alternatively, the dis-

tinction between the three elements of strategy may be less clear. This is the emergent

strategyapproach where strategic analysis, strategic development and strategy implemen-

tation are interrelated. It can be suggested that the emergent strategy approach is an

essential part of any e-business strategy to enable response in a highly dynamic environ-

ment. This approach is best able to respond to sudden environmental changes which can

open strategic windows. Strategic windows may occur through changes such as introduc-

tion of new technology (the Internet is the obvious example here!), changes in regulation

of an industry, changes to distribution channels in the industry (again the Internet has

had this impact), development of a new segment or redefinitions of markets (an example

is the growth in leisure and health clubs during the 1990s).

CHAPTER 4· INTERNET MARKETING STRATEGY

Figure 4.4A simple framework for Internet marketing strategy development

Marketing

objectives

and strategies

Environment

analysis

Develop Internet

marketing

strategy

Define Internet

marketing plan

Create / update

online

presence

Execute

e-marketing

communications

Maintain and

monitor

metrics

Review and

modify

S

trategy development

Strategy execution

Prescriptive
strategy
The three core areas of
strategic analysis,
strategic development
and strategy
implementation are
linked together
sequentially.

Emergent strategy
Strategic analysis,
strategic development
and strategy
implementation are
interrelated and are
developed together.

Strategic windows
Opportunities arising
through a significant
change in environment.