Abstract
As Figure 3.1 reveals, the term strategy can refer either to intended strategies or to realized strategies. Given that strategic plans are very rarely realized completely, intended strategies and realized strategies normally diverge to a greater or lesser extent. Accordingly, in the figure below, Case 2 is more probable than Case 1. Of course, it is also possible that a company has no intended strategy, and this is Case 3. Here, the realized strategy is the product of individual decisions and can be characterized as an emerged strategy (Grünig/Kühn, 2011, p. 7; Mintzberg, 1994, pp. 23 ff.).
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© 2012 Springer-Verlag Berlin Heidelberg
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Grünig, R., Morschett, D. (2012). Strategic planning in general. In: Developing International Strategies. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-24725-5_4
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DOI: https://doi.org/10.1007/978-3-642-24725-5_4
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