3 Demands for an Effective Strategy

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3 Demands for an Effective Strategy
Marten van der Zee, Student (University), Netherlands

According to Ruud Frambach and Edwin Nijssen there are three demands that must be met for a strategy to be effective:
1. The strategy must contain a clear choice. It has to give information about the position the company will take in the market.
2. The strategy should have a good connection to the surrounding environment and to changes in the environment. Dependent of the speed and the influence of different developments/changes in the environment, the organization has to be more flexible. If the strategy is not adjusted properly to the developments, the organization will lose terrain to competitors.
3. Strategy must be legitimized by the most important stakeholders of the company. A positive response of these stakeholders is essential for the support of the strategy. Stakeholders can be inside or outside the company. Inside the company it is important that management and employees are supporting the strategy as well as outside stakeholders like customers. If customers don't support the strategy they will not buy products. The main goal of this process is to defend current competitive advantages and, if possible, develop new competitive advantages.
Source: Ruud Frambach and Edwin Nijssen: Marketing Strategie, Breaking the Rules, 2009 (in Dutch language)

Effective Strategy also Requires Resources
FAYEZ, Management Consultant, Saudi Arabia
Yes, the strategy should have a clear choice and also it should have the required resources to get to the desired position.
Such resource could be being a flexible organization that is able to respond to changing environment and adjust the strategy accordingly. However, we should be careful not to be too flexible to the extent that we divert from our main strategy.



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