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Even well-designed strategies frequently fail to deliver their intended outcomes. Research suggests that the majority of strategic initiatives do not fully achieve their objectives. This lesson examines the key reasons for strategic failure, including strategic drift, the tension between planned and emergent strategy, and the role of contingency planning and crisis management.
Strategic drift occurs when a business's strategy gradually becomes less aligned with the external environment. The organisation continues to operate in familiar ways while the market, technology, or competitive landscape shifts around it.
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