Inside the Black Box of Strategy: Sequential Synthesis

Abstract

The hallmark of strategic decisions is their interdependence: competitive advantage requires that
these decisions reinforce each other. However, mutual reinforcement requires a synthesis of
decisions. There are many strategy tools for analysis but not for synthesis. Performance landscape
modeling of decision combinations has its value for academic research but is too complex for
practice. This working paper proposes a sequential, judgment-based, qualitative modeling process
for strategy synthesis. Whereas performance landscape models use binary, quantitative decision
values, and computer simulations, the proposed process uses qualitative values and managerial
judgment. By simplifying the synthesis, this working paper contributes to strategy practice.

Keywords: strategy, synthesis, decision interdependence, consistency assessment, morphological analysis