Towards a strategy implementation framework

Aims to develop an implementation framework. Further to a critical review of previous research, ten implementation variables were identified and a conceptual framework constructed. The implementation process of a strategic decision was investigated in two international hotel groups via in‐depth, semi‐structured interviews, observations and documentation analysis. The initial conceptual framework was found to be useful as it grouped key variables together and illustrated their roles when implementing strategic decisions. Three new variables, however, emerged from the findings; namely, multiple project implementation, organisational learning and working with external companies. A revised framework was then proposed and further explanations provided. Concludes by emphasising the importance of contextual variables in implementation and dispels the strategic management notion of “fit”.