Unlocking Strategic Innovation

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Globalization, digitization and disruptive uncertainty

Uncertainty and strategy are integrally linked together. Strategy is essentially about navigating an uncertain future. Yet, standard strategy texts treat uncertainty as a topic not worth exploring in detail. The macro environment is ‘analysed’ in a perfunctory manner using simplistic tools like the PEST (or its extension, the PESTLE) framework. These frameworks are underpinned by the assumption that it is possible for managers to logically identify the most relevant political, economic, social and technological factors in the environment that impact their organizations and take strategic actions accordingly. While this may (or may not) have worked in a more stable environment, we argue ...