Strategic Management in Practice

  • Richard Pettinger


The overall purpose of strategic management is to establish, assess, maintain and develop the organisation’s position in its markets and activities. This implies a wide knowledge and awareness of and capacity for, assimilation and analysis, and this extends to all aspects of the organisation in the environment and community (see Figure 2.1). It requires the ability to take an overview of the purpose chosen and to assess this for suitability and effectiveness. From this the effective establishment of organisation direction emerges. This has then to be monitored and evaluated for success and effectiveness, and fine-tuned and adjusted as necessary and as progress is made. It must be capable of taking advantage of opportunities that come its way; and capable also of responding to crises and emergencies.


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© Richard Pettinger 1996

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  • Richard Pettinger

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