1. Understanding Strategy
Development
The strategy LensesStrategy as design
Strategy as experience
Strategy as Ideas

2. Strategy as Design :
The design lens views strategy development as the
deliberate positioning of the organization through a
rational, analytic, structured and directive process.
e.g. Ranbaxy’s sell off to Daiichi.
e.g. Low cost airlines concept introduced by Air
Deccan.

3. Strategy as experience :Strategies develop in an
adaptive fashion building on the existing strategy
and changing gradually. Strategy is better
understood in terms of continuity or momentum,
once an organization has adopted a particular
strategy, it tends to develop from within that
strategy, rather than fundamentally changing
direction.
E.g. Jet Airlines takeover of Sahara Airlines to form Jet
Lite

4. Strategy as ideas
The ideas lens sees strategy as the emergence of
order and innovation from the variety and diversity
which exists in and around organizations.
E.g. repositioning of Air Deccan by Kingfisher
Airlines to form Kingfisher-Red.
GE’s concept of boundarylessness.

5. Implications of strategy Development:
Incremental strategy development :
Trying to adapt to the changing environment, e.g.
rationalization of fares / customer service of IA in
view of competition faced from JET and Kingfisher.
Intended and realized strategies:
deliberate, systematic process of development and
implementation.
e.g.- low cost airline , e.g. Air Deccan finding ways
of slashing ticket fares
e.g. merger of Kingfisher Airlines & Air Deccan