An emergent view Emphasize the uncertainty of the

An emergent view Emphasize the uncertainty of the future and suggest that setting out identify purpose and a single strategy and then develop a complete strategic plan may be fruitless task

What is emergent perspective to strategy A set of certain consistent actions that form an unintended pattern that was not initially anticipated or intended in the initial planning phase. For example, although unintended, adopting an emergent strategy might help a business adapt more flexibly to the practicalities of changing market conditions. Strategy More planned approached/ Intended strategy Emerged outside the formal plan /Unintended pattern recognizing the changing conditions

Henry Mintzberg's emergent strategy

Strategic drift Strategic happens when organization strategy is no longer relevant to the external environment facing it Intended strategy through Deliberate planning process Environment forces ? ? ? Strategic drift

Rate of responding to the environmental change

What if you don’t redefine your business purpose – Strategic drift

Slow response to the market led to strategic drift

CASE STUDY 01 - Ceylinco General Insurance Most admired motor insurance brand Most Innovative Motor Insurance solution- 2006 Brand Finance Ranking 2018 Conventional claim settlement process. CSLT I MONTH CUSTOMER PAIN POINTS CONSUMER INSIGHTS Life style changes of the target consumer Brand proposition Hazel free Motor Insurance solution BRAND IMPACT 48% Market Share

CASE STUDY 02 - “Redefining one day cricket” Traditional ONE day cricket 8 hours, 100 overs Consumer Insight Redefine as a game of entertainment Brand proposition § 20 /20 cricket § International cricketers represent teams § Bollywood stars as brand icons § Cheer girls Brand Impact –IPL Brand value USD 5. 3 billon

CASE STUDY 03 - Redefining traditional taxi service Traditional taxi service was not changed in last 45 years Consumer Insight Convenience taxi service Brand proposition Mobile taxi App What is next? ? ?

Question 01 – March 2017 Perspective and emergent strategy can be contrasted by adapting Mintzberg”s analogy. Explain the perspective approach to strategy formulation vs emergent approach to strategy formulation. What is the applicability of perspective rational approach over emergent view? Examine the applicability of the emergent approach to strategy formulation in today business context. ( 10 marks) Organization growth can be accelerated either organically or inorganically way. Explain the organization strategic directions as discussed by Igo Ansoff (1965) and expansion policy matrix. (10 Marks)