Deliberate versus Rational Strategy
Gospel U Osadebe, CEO, Nigeria
Typically, top management initially creates a deliberate strategic plan as a strategic response to challenging business environmental complexities. Normally the management team does this in a rational way.
In doing so, a lot of projections and hypotheses are made before arriving at objectives and appropriate strategy types to guide later decisions.
Then, in the course of implementing the strategy choices over time, incidental changes, threats or opportunities may occur which will give the organization an opportunity to - also rationally - respond adequately to these circumstances in order to pursue its vision. A clever management team will adapts its strategy, which is now called an 'emergent strategy'.
Adapting to changed circumstance when it's necesary can also be called 'rational'.