Five strategy Ps

Henri Minzberg

Henri Minzberg offers five definitions of the word 'strategy' for brands, the relationship between which vary: strategy as plan, or a set of guidelines to deal with a situation; strategy as ploy, or a plan to outwit rival brands; strategy as pattern, or consistency in corporate behaviour, whether intended or not; strategy as position, or locating an organisation relative to its competitors and within its environment; and strategy as perspective, or the beliefs, norms and values of a brand/organisation.

Five strategy Ps

Henri Minzberg

The word 'strategy' is implicitly defined in different ways. Minzberg presents five definitions:

  1. Strategy as plan: A consciously intended course of action, a set of guidelines to deal with a situation. This can be general or very specific.

  2. Strategy as ploy: A specific manoeuvre to pre-empt competitive response. This is basically an attempt to outwit rivals in a competitive situation.

  3. Strategy as pattern: In a stream of actions, consistency in corporate behaviour, whether intended or not. Plans may go unrealised, while patterns may appear without pre-conception.

  4. Strategy as position:Locating an organisation...

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