Strategy, nonstrategy and no strategy
Journal of Strategy and Management
ISSN: 1755-425X
Article publication date: 22 August 2020
Issue publication date: 25 January 2021
Abstract
Purpose
To unravel three strategy-related concepts, frequently confused as one, by introducing the new concept of nonstrategy and proposing a novel threefold classification of strategy, nonstrategy and no strategy.
Design/methodology/approach
Building on some key insightful definitions of strategy, the paper infers five essential attributes of strategy. These, in turn, are used to introduce the new concept and classification.
Findings
The paper makes clear distinction between the different concepts of strategy, nonstrategy and no strategy that are usually confused in the literature.
Research limitations/implications
The paper calls for a reexamination of what strategy is, how it can be better operationalized, how it should be distinguished from nonstrategy and no strategy and how strategy evolution and drift can be tracked.
Practical implications
The paper clarifies what constitutes strategy, gives practitioners directions on how to strategize and warns against the potential of malpractice that produces nonstrategy.
Originality/value
The introduction of the new concept of nonstrategy and the development of a new classification that distinguishes three concepts that are usually confused as one.
Keywords
Citation
Khalifa, A.S. (2021), "Strategy, nonstrategy and no strategy", Journal of Strategy and Management, Vol. 14 No. 1, pp. 35-49. https://doi.org/10.1108/JSMA-04-2020-0092
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited