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Making Sense of Contemporary Strategic Implementation: Towards A Conceptual Model

PAM, Vol. 4 No. 4, (1999)

Nowadays, demands on corporate strategists are increasingly
heavy, as strategic implementation in becoming more complex in the real
world. Therefore, there is a need to develop a conceptual model to integrate
and make the theory of strategy implementation easier to understand and
apply. Pettigrew’s conceptual model represents three implementation levels
at which top managers are required to operate: the context, content, and
process of strategy implementation. Strategic managers need to understand
why strategic decisions have been made in relation to the organizational
context, both internal and external; what information, rationales,
mechanisms and impacts are included in the strategic decision made; and
how the decisions are reached and implemented.

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