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Essence of Strategy: Controversial Choices

17 Pages Posted: 10 May 2006  

Aneel G. Karnani

University of Michigan, Stephen M. Ross School of Business

Date Written: April 2006

Abstract

The essence of strategy is to make controversial choices; this is the only way to gain a competitive advantage. Both strategy development and execution require making difficult choices and trade-offs often in the context of much uncertainty. Smart managers are bound to have opposing views given the nature of strategic decisions. This paper presents a process for strategy development that can help managers surface this conflict, and then manage and resolve the conflict, thus resulting in more effective strategic choices.

Keywords: Strategy, competitive advantage, strategic planning process, choices, trade-offs, managing conflict, strategic analysis

JEL Classification: M10

Suggested Citation

Karnani, Aneel G., Essence of Strategy: Controversial Choices (April 2006). Ross School of Business Paper No. 1032. Available at SSRN: https://ssrn.com/abstract=901500 or http://dx.doi.org/10.2139/ssrn.901500

Aneel G. Karnani (Contact Author)

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

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