The first step in implementing an effective strategy is to create and develop the strategy. This requires having a good and comprehensive understanding of the organization's vision and mission. The strategy evolves from that mission and should support that mission; the follow-on objectives used to achieve the strategy are also developed in support of the mission and strategy. However, developing the strategy is only the first step (Smith & Hansen, 2002).
An organization can develop an effective strategy, but if the culture does not support organizational change, the strategy cannot be implemented well. Thus a company may determine that it needs to reorganize its corporate structure and refocus its energies to shift from an engineering-driven company to a marketing-driven company. However, if the company is not able to bring about that change through effective leadership or due to organizational inertia, the best-laid strategy cannot be implemented (Smith & Hansen, 2002).
If a company is able to overcome the operational problems that inevitably occur when a new strategy is implemented, it can be successful. Thus in the short-term, a company can have an effective strategy and be operationally ineffective. However, in the long-term, a company must develop the skills and talents necessary to become effective from an operational standpoint if it is to not only survive, but thrive.
Smith, M., and Hansen, F. (2002, Jan-Feb). Place your bets. Journal of Business Strategy, 23, pp. 9-13.
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