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Purpose
The purpose of this paper is to discuss fundamental issues and problems with the concept of strategy in general and its various tools in particular.
Design/methodology/approach
Five fundamental flaws are examined.
Findings
There are many instances in which CEOs/top management/strategic consultants/professors are faced with this issue of a question mark over strategy.
Originality/value
However good a strategy one may develop, if it is not implemented, it will be of no use. Research shows there are increasing business failures. Generally the fault is identified with wrong strategy. Firms are still fighting to find the right strategy.
© Emerald Group Publishing Limited
2009
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