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Chapter 5 E-business strategy 267

1
Strategic analysis

External Internal
environment resources

2
Strategic objectives
response
• Vision
• Mission • Objectives
and
evaluation

Monitoring,
3
Strategic definition

Option Option Option
generation evaluation selection

4
Strategic implementation

Planning Execution Control

Figure 5.4 A generic strategy process model

the way in which strategy process models are applied. Referring to the work of Mintzberg and
Quinn (1991), Lynch (2000) distinguishes between prescriptive and emergent strategy
Prescriptive strategy approaches. In the prescriptive strategy approach he identifies three elements of strategy –
The three core areas of
strategic analysis, strategic analysis, strategic development and strategy implementation, and these are linked
strategic development together sequentially. Strategic analysis is used to develop a strategy, and it is then implemented.
and strategy implemen-
tation are linked together In other words, the strategy is prescribed in advance. Alternatively, the distinction between the
sequentially. three elements of strategy may be less clear. This is the emergent strategy approach where
strategic analysis, strategic development and strategy implementation are interrelated.
Emergent strategy
Strategic analysis, In reality, most organizational strategy development and planning processes have elements
strategic development of prescriptive and emergent strategy reflecting different planning and strategic review
and strategy implemen-
tation are interrelated and timescales. The prescriptive elements are the structured annual or six-monthly budgeting
are developed together. process or a longer-term 3-year rolling marketing planning process. But, on a shorter