Strategy implementation – an insurmountable obstacle?

Abstract

Strategy implementation is an enigma in many companies. The problem is illustrated by the unsatisfying low success rate (only 10 to 30 percent) of intended strategies. The primary objectives are somehow dissipated as the strategy moves into implementation and the initial momentum is lost before the expected benefits are realized. This article discusses how a successful implementation is a challenge that demands patience, stamina and energy from the involved managers. The key to success is an integrative view of the implementation process. With the help of a checklist the ten critical success factors of an implementation process are figured out. To demonstrate how strategy implementation can be done in practice a case study is constructed. The article is built biaxially: on the one side the critical success factors within the strategy implementation process are explained, on the other hand the concrete example of making good use of these points in the form of an underscored case study is provided. The article provides some practical guidelines for strategy implementation in general. Strategy implementation differs completely from the formulation process and requires much more discipline, planning, motivation and controlling processes. The case study demonstrates that these guidelines are well tried and reliable in practice.