Feel the strategy

Citation

Stern, S. (2009), "Feel the strategy", Strategic Direction, Vol. 25 No. 4. https://doi.org/10.1108/sd.2009.05625dad.005

Feel the strategy

Article Type: Abstracts From: Strategic Direction, Volume 25, Issue 4

SternS.Management Today, November 2008, Start page: 58, No. of pages: 3

Purpose – Introduces the concept of emotionally intelligent strategy. Design/methodology/approach – Describes a programme of research undertaken by strategy consultancy Cognosis towards developing an approach to strategy aimed at engaging, exciting and inspiring the people charged with its delivery. Discusses the role that emotion plays in strategy and strategy making; the benefits of a whole-minded approach that encompasses super-engagement flowing from collaboration and creativity; and the value of combining four distinct strategy styles – rational, practical, collaborative and creative. Explains the notion of the ladder of belief which established exceptionally high commitment to strategy and which acts as a buy-in hierarchy – the higher up you go, the better it is. Gives examples of the application of emotionally intelligent strategy principles at Inter-Continental Hotels group, global drinks group Diaego, and whisky maker William Grant & Sons. Originality/value – Adds to the wealth of literature on strategy implementation with a look at new approach centred on the power of emotional intelligence.ISSN: 0025-1925Reference: 38AA651

Keywords: Corporate strategy, Innovation, Strategic management