Towards the Understanding of the Strategic Intent by Hamel and Prahalad
The four schools of thoughts can be discussed one by one.Classical Approach to Strategy: As per the view of the Whittington, the prime objective of the business according to the classists is the profitability. Following this strategy, it can be said that the strategic aim of a business should be earning more profits and in case of unsatisfactory results, a corrective measure needs to be taken. Even the activity which is responsible for that result can be abandoned.Evolutionary Approach on Strategy: It refers that there is no need to rely upon the top management’s ability to develop a strategy and act accordingly. As per this approach, profit maximisation is determined by the market, not managers. It further denotes that only the best performer can survive in the market and the weaker ones are turned out of the market.Processual Approach to Strategy: This approach neither follows the classical approach nor agrees with the evolutionary approach. It denotes that instead of striving for the ideal, it needs to handle the reality offers. This theory further implies that rational economic cannot be expected as it is not able to consider all the factors simultaneously.Systemic Approach on Strategy: According to the systemic theorists, the organisation is capable enough to plan and act effectively and economic activity can not be estranged from social relations. It implies that the organisation is not only a combination of individuals but also of social factors (Cuizon, 2009).The basically classical and evolutionary approach has been considered under the prescriptive approach where the other two can be taken as the emergent approach. Again both the classical and evolutionary approach can be functional in the economic field where processual and systematic approach can be applied in psychology and sociology respectively (Macmillan amp. Tamppoe, 2000).From the understanding of the above-mentioned theory and the article, it can be accomplished that the approaches which have been implemented in this article can be considered under the processual approach since the authors emphasise more on the strategy development as per the present condition of the organisation and not on the basis of profit motive or management concern.