Prescriptive Strategy Processes
To quote from my own textbook, ‘A prescriptive strategy is one whose objective is defined in advance and whose main elements have been developed before the strategy commences.’
Such an approach usually begins with an analysis of the outside environment and the resources of the company. The objectives of the organisation are then developed from this. There then follows the generation of strategic options to achieve the objectives, from which one (or more) may be chosen. The chosen option is then implemented.
This full range of activities is called the prescriptive strategy process. There are a number of strategy theories that explain elements of this process within prescriptive strategy and these are highlighted in the model above right.
The video films below explore prescriptive strategy in more depth.
Emergent Strategy Processes
An emergent strategy does not have the same fixed objective. The whole process is more experimental with various possible outcomes depending on how matters develop.
To quote again, ‘An emergent strategy is one whose final objective is unclear and whose elements are developed during the course of its life, as the strategy proceeds.’
Thus the early stages of emergent strategy may be similar to prescriptive strategy – analysis of the environment and resources. But then the process becomes more circular, learning and experimental.
Again, there are a number of strategy theories that fall under the general heading of emergent strategy. Some of these are highlighted in the emergent strategy process model shown above right.
The free video films below provide more depth, particularly on the differences between prescriptive and emergent strategic processes.