Emergent Strategy

• An emergent strategy is an initially unplanned strategy which arises in response to change
• Strategies are adapted as the business learns the best options to take in the current economic environment
• Quicker and more responsive to market changes and consumer needs
• Helps to ensure that a firm remains relevant
• Decision making can be delegated down to middle and junior managers, avoiding the need for senior management involvement in all decisions
• Emergent strategies come about as a result of learning more about a market and what works in it over time and making subsequent changes to their strategies
• Not every strategy is acted upon or is sucessful
• As much as 90% of all new strategies result in failure of some kind
• Problems with Emergent Strategy

  • what objective is it working towards
  • a lack of senior management direction might create uncertainty and confusion
  • large MNC's would struggle to communicate ideas across the firm