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Planned / intended strategy

The ability to foresee emerging forces of change, plan strategic measures in advance and avoid/minimise contingencies are important traits of effective leaders and managers. Deliberately formulated by managers and leaders, intended strategy is often the result of strategic leadership or strategic planning based on environmental analysis and the exploration of opportunities or based on competitor activity. Strategy is determined in one of three ways:

Although planned or intended strategy has been widely used in corporate organisations, organisations in the public sector and small and medium enterprises (SMEs) may have different contexts. Planned strategy is not necessarily always appropriate, and an alternative strategy may be required. In the next unit, we will explore alternative strategies more.