In this paper, i will attempt to better define strategic intent in a number of different ways. The article says that to achieve success the company should connect its ends to its means through strategic intent. The discipline of strategic thinking in healthcare jon chilingerian introduction this chapter has been written for those who lead healthcare services or hope to in the future. It implies the purpose, which an organization endeavor of achieving. Meant to motivate and excite, a statement of strategic intent uses compelling and precise language to make an impact. The administrators intent is a living document that will be updated as necessary to best position tsa to accomplish our objectives. Romar university of massachusetts boston 100 morrissey blvd. What is strategic management process steps, stages and phases. What is strategic management, and why is it important. A readily grasped declaration of the course that the management of a business plans on taking the company in over some future time frame. Additionally, it provides the leadership principles that i call on all of us to employ. Strategic intent, capabilities and financial performance.
Strategic intent can be understood as the philosophical base of the strategic management process. Strategic planning is a tool that is useful for guiding daytoday decisions and also for evaluating progress and changing approaches when. It involves creating organizations which generate value even in turbulent environment over a sustained period of time. It is a statement, that provides a perspective of the means, which will lead the organization, reach the vision in the long run.
Mar 07, 2012 strategic mindsets strategic fit strategic intent model modelstrategic thinking is driven by strategic thinking is driven bythe match between current bridging gap between todays realitycapabilities and existing and tomorrows visionopportunities finding ways to leverage resourcessearching for sustainable outpacing competitors in. It is often an aspirational target that is difficult or perhaps impossible to achieve. Strategic intent can be understood as the philosophical base of strategic management process. Strategic intent, confucian harmony and firm success. Top management can take advantage of the information generated by strategic dissonance to develop new strategic intent and lead the organization through the turbulence and uncertainty associated with sips. This takes strategic intent to an alltogether new level by including the employees emotions with the organization aspirations. The strategy statement of a firm sets the firms longterm strategic direction and broad policy directions. Why is strategic planning important to an organization strategic planning is important to an organization because it provides a sense of direction and outlines measurable goals.
The foundation for the strategic management is laid by the hierarchy of strategic intent. Hamel and prahalad argue that in order to achieve success, a company must reconcile its purpose end with its means through strategic intent. Strategic intent and organizational performance a study of banks in asaba, delta state nigeria. Managers cannot do that simply by playing the same game better or making marginal improvements to competitors technology and business practices. Strategic management involves setting objectives, analyzing the competitive environment. Today managers in different organisations are working hard to match the competitive advantage of their global rivals but in order to do the same most of them end up only imitating what their competitors have already implemented. Jun 21, 2014 strategic management strategy management is defined as a dynamic process of formulation, implementation, evaluation, and control of strategies to realise the organizations strategic intent 3. Japanese organizations had set goals for themselves that might have been considered by most of the western organizations of that time as highly unrealistic. This presentation is a primer to the term strategic intent, coined by gary hamel and c.
So, in simpler words, strategic intent of an organization can be defined as the reason it exists, and in several cases, this strategic management objectives can provide a competitive advantage to the company. Change management methodology and strategic communication. In order to bridge strategic intent with real business impact, we need to put the people and individual sensemaking at the centre of implementing strategy. Strategic mindsets strategic fit strategic intent model modelstrategic thinking is driven by strategic thinking is driven bythe match between current bridging gap between todays realitycapabilities and existing and tomorrows visionopportunities finding ways to leverage resourcessearching for sustainable outpacing competitors in. Set the strategic intent, having all three characteristics stated above. Set the strategic intent having all three characteristics stated above. Strategic intent gives an idea of what the organization desires to attain in future. Fundamentals of strategic management sage publications. As applicable, the dod strategic intent section clarify where may. The strategic intent should clearly define our medium term goals and describe how we are going to get there. What is strategic management process steps, stages and. Prahalad in their book article strategic intent and book competing in the future. Unlike the additional work that is created by the process of strategic planning, we can understand strategic thinking as using a new lens to view the business. It indicates the longterm market position, which the organization desires to create or occupy and the opportunity for exploring new possibilities.
If we have to broadly divide strategic intent into subdivisions then we may classify it into three parts, namely, stretch, leverage and fit. Sixteen years ago, when gary hamel, then a lecturer at london business school, and c. Strategic intent implies a sizable stretch for an organization. Strategic intent, confucian harmony and firm success edward j. We will leverage, rather than duplicate, services offered by the private sector and other agencies. To achieve a strategic intent a company must usually take on larger, better financed competitors. Stretch is misfit between resources and aspirations. Second attribute which is the sense of discovery refers to the competitively unique point of view about future.
A mission is important to an organization because it synthesizes and distills the overarching idea linking its practical strategies, enabling management and employees to align the specifics of their actions and decisions with a clearly defined vision and direction. The main constituents of a strategic statement are as follows. Following are the strategic objectives identified for ashas strategic pathway to excellence. The literature, the construct and its role in predicting. For our purposes, we will define planning as the activity of preparing a plan and we will define a plan as. This leads to an all over harmonic progress for everyone. Strategic intent refers to a high level statement of the means by which an organisation achieves its vision. Strategic marketing is incorporated in many different marketing and business careers to help organizations make the most profit by understanding what the consumer wants. Strategic management is the continuous planning, monitoring, analysis and assessment of all that is necessary for an organization to meet its goals and objectives. Find appropriate challenges and communicate them to the entire workforce. It gives the firm a clear sense of direction and a blueprint for the firms activities for the upcoming years. In 1989, an article called strategic intent by gary hamel and c. It answers the question what the organization strives or stands for.
Strategic intent is the overall direction of a organizations strategy. Defining and evaluating the concept of strategic intent. Defining strategic intent and why it really matters board. Keep technical achievability aligned to strategic intent, even at this early.
The strategic planning process presented in this guide is based on the hierarchy of strategic intent shown below. Define and differentiate between vision, mission, goals objectives and policies vision. Strategic planning strategic planning is the process by which leaders clarify their organizations mission, develop a vision, articulate the values, and establish long, medium, and shortterm goals and strategies. Strategic intent may also be defined as a compelling statement about what you are doing and where you are going. Strategy initiatives should flow from this statement. A typical strategic intent process consists of three important steps. Strategic intent definition and meaning mba knowledge base. Strategic management process may be simply defined as the process through which a company formulates its business strategy elements in strategic management process. All about hamel and prahalads strategic intent 12manage.
This paper gives useful theoretical and practical insight into this research construct and how organizations can use strategic intent. Pdf strategic intent is the provision of a powerful longterm direction with particular emphasis on moving beyond the constraints imposed by. Strategic management is the management of an organizations resources to achieve its goals and objectives. Stretch stresses on the basic definition of strategic intent as to stretch the resources and capabilities to the extent that achievement of end is ensured. A clearly defined and well understood strategic intent should make it easy for business units or teams to prioritise initiatives, make strategic choices and allocate capital. It is an obsession for winning that undermines limitations imposed. This attempt to define strategic thinking as some kind of new and improved version of strategic planning leads to considerable confusion in attempting to elucidate the full implications of strategic thinking in its purest sense. Define the segment scope and strategic intent step description and purpose this process step provides guidance for architects to define the segment scope and strategic intent, which includes the performance architecture through which achievement of strategic improvement. It should be determined at board level and represents the marching orders of the ceo. It also lays out my guiding principles on how to best execute our strategic objectives. A strategic intent statement can motivate employees and help management focus on both shortterm and longterm goals. It is the philosophical framework of strategic management process.
This forces the organization to be more inventive, to make the most of limited. Scribd is the worlds largest social reading and publishing site. Intent definition is a usually clearly formulated or planned intention. Understanding the concept of strategic intent irjes. Expand data available for quality improvement and demonstration of value. Strategic management process starts with the establishment of strategic intent, where by the firm clearly indicates the position it wants to achieve in future. Organization must define what they want to do, why they want.
A few aspects about strategic intent are as follows. This paper argues that by using the confucian concept of harmony as its strategic intent a firm can be both ethical and successful. Strategic intent and organizational performance a study of. It is a combination of the vision, mission and goals of the company. Unit i strategic intent vision, mission, objectives. Its characteristics, formulation, types and other details.
Strategic intent, defined by hamel and prahalad 1989 as a sustained obsession with winning at all levels of the organization, was originally created as a. This requires a capacity for strategic recognition on the part of top and senior management. Here we define strategic marketing and explore some marketing degrees and careers. This means carefully managing competitive engagements so that scarce resources are conserved. The strategic intent of a business needs to be easily understood by every member of the firm so that all staff can be working toward a consistent overall goal. Strategic planning ascertains what an organization is, to whom it serves, where is it going and what are the paths, which are to be followed to follow its vision. The first research question for this paper was to define strategic intent and this has been achieved in the theoretical background. It implies the purpose, which an organization endeavour to. It includes strategic decision making, strategic intent, strategic management model and strategy formulation.
First, i offer a process model that addresses the links between strategic intent and capability attainment. Prahalad, a university of michigan professor, wrote strategic intent, the article signaled that a. Strategic dissonance stanford graduate school of business. While strategic intent is clear about ends, it is flexible as to meansit leaves room for. A strategic intent statement intends to push the company and its employees to great heights. The guide provides the dod strategic intent behind each guideline for a compliant evms. Strategic intent is the provision of a powerful longterm direction with particular emphasis on moving beyond the constraints imposed by current resources and capabilities. Strategic intent serves to inspire, motivate and provide clear direction to stakeholders such as employees, investors and customers. Strategic planning starts with defining a company mission. Secondly, i propose a novel operationalization of strategic intent at the firm level. Strategic objectives are actionoriented statements of what must be done to be successful. Jan 23, 2017 strategic intent as a concept was born in postworld war ii japan when it dramatically emerged as world leader in economy.
A strategic intent statement is a singlepage document that defines a companys goals in a clear and specific manner. The strategy outlines the key requirements for a period varying typically between two to five years and the steps needed to reach the target state. Strategic intent it refers to purpose for what organization strives for. Strategic planning is based on a longterm vision and shortterm objectives defined in the business technology strategy. Pdf directional strategies and organizational performance. Strategic thinking is defined as a mental or thinking process applied by an individual in the context of achieving a goal or set of goals in a game or other endeavor. In addition to the complex threats and challenges this strategic intent addresses, it also recognizes that austere fiscal realities demand efficiency in all of our efforts.
Hamel and prahalad argue that in order to achieve success, a company must reconcile its end to its means through strategic intent. Current capabilities and resources will not suffice. Strategic intent is a management concepts defined by its authors hamel and parahalad 89 as. This strategic intent usually incorporates stretch targets, which force. Planning has been defined in various ways, ranging from thinking about the future to specifying in advance who is to do what when. Strategic management strategy management is defined as a dynamic process of formulation. Strategic management strategy management is defined as a dynamic process of formulation, implementation, evaluation, and control of strategies to realise the organizations strategic intent 3. The following are common elements of strategic intent. We need to rethink broken implementation models that put systems before people. Strategic objectives define the associations strategic intent.
Our solutions must be innovative, agile, and responsive to the evolving threat. Strategic management is a broader term than strategy and is a process that includes top managements analysis of the environment in which the organization operates prior to formulat ing a strategy, as well as the plan for implementation and control of the strategy. It is a statement, that provides a perspective of the means, which will lead the organization, reach the vision in. As a cognitive activity, it produces thought when applied in an organizational strategic management process, strategic thinking involves the generation and application of unique business insights and opportunities intended to. How to craft a strategic intent statement bizfluent. Pdf strategic intent as a rhetorical device john sillince. From strategic intent to business impact implement. The strategic intent statement typically contains the vision statement, the. Strategic intent hamel prahalad definition marketing. Strategic intent is our term that implies a particular point of view about the longterm market or competitive position that a firm hopes to build over the coming decade or so. Why is strategic planning important to an organization.
Many strategies fail because theyre not actually strategies. Forbes takes privacy seriously and is committed to transparency. The apollo programlanding a man on the moon ahead of the sovietswas as competitively focused as komatsus drive against caterpillar. The role of strategic intent in collaboration utas eprints. Some of the conceptual and methodological challenges associated with good strategic thinking are. Despite the importance of clear strategic intent, youll find very few senior staff can easily describe it. This is demonstrated by defining its vision, mission goals and objectives. Defining strategic intent and why it really matters. Jan 21, 2018 strategic intent is the overall direction of a organizations strategy. It says that strategic intent is differentiated because here in this case the employees are affiliated and they are convinced about the concept of strategic intent.