Beyond the Business Plan
Abstract
Acknowledges that business planning in the NHS frequently disappoints. Reasons for this are found in the tendency for managers to view the production of a plan as an end rather than a means. A further difficulty resides in the perception managers have of their world. Argues that marketing is the most appropriate paradigm for understanding and structuring this world at present. However, an adaptive cognitive style is necessary to allow constant reframing within the dominant paradigm or even reframing of the paradigm itself. In adopting these approaches, the probability of achieving competitive advantage is heightened. If they are ignored, however, it is likely that training and development techniques, however sophisticated, will have little lasting impact.
Keywords
Citation
Harrison, J., Thompson, D., Flanagan, H. and Tonks, P. (1994), "Beyond the Business Plan", Journal of Management in Medicine, Vol. 8 No. 1, pp. 38-45. https://doi.org/10.1108/02689239410052568
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited