The process of strategic planning
The case for systematic development of planned strategies has been challenged, both by managers and by certain researchers: On the one hand it is claimed that the difficulties of long-term prediction make any systematic process of analysis and planning im
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Springer-Verlag Berlin Heidelberg GmbH
Rudolf Grünig Richard Kühn
Proeess-based Strategie Planning Translated by
Anthony Clark
,
Springer
Prof. Dr. Rudolf Grunig Chair of management University of Fribourg Avenue de l'Europe 20 1700 Fribourg Switzerland Prof. Dr. Richard КиЬп Institute of marketing and management Universitat Bern EngehaldenstraBe 4 3012 Bern Switzerland
With 138 Figures
ISBN 978-3-662-09456-3 Library оС Congress саtaJоgiпg-iп-рuыiаtiопn Data applied for Die Deutsche Bibliothek - CIP-Einheitsaufnahme Griinig, Rudolf: Process-based Strategic Planning / Rudolf Griinig; Richard Kiihn. ТransL ьу Anthony Clark. ISBN 978-3-662-09456-3 ISBN 978-3-662-09454-9 (eBook) DOI 10.1007/978-3-662-09454-9 work is subject to copyright. А11 rights are reserved, whether the whole or part оС the materiaJ is concerned, specificaJly the rights оС translation, reprinting. reuse оС illustrations, recitation, broadcasting, reproduction оп microfIlm or in апу other way, and storage in data banks. Duplication оС this publication or рartз thereof is permitted on1y under the provisions оС the German Copyright Law оС September 9, 1965, in its current version, and permission for ше must aJways Ье obtained from Springer-Verlag Ber1in Heide1berg GmbH. Violations асе liаЫе {or prosecution under the German Copyright Law. Тhis
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Preface The strategies of a eompany define its future way of doing business: they determine for years to eome the target markets and the eompetitive advantages it must eonstruet and maintain. It is the development of sueeessful strategies, an essential and a eomplex task, whieh forms the foeus of this book. The book begins with a brief introduction to strategie planning. This is followed by the presentation of a method for determining future strategies. Here seven stages in planning are proposed. They are afterwards described in detail and procedures are provided for dealing with eaeh stage. The recommended procedures are sometimes rather eomplex: we have done our best, while avoiding oversimplification, to make our methodological suggestions aeeessible by using c1ear terminology, charts where appropriate, and a large number of examples and ease studies as illustrations.
The authors would like to express their gratitude to all those who have helped in the writing of this book. Many of the ideas and examples came from praetiee. We are therefore espeeially indebted to the many managers who have allowed us to share their strategie work. The
