Strategy for change

Organisations that suddenly fi nd themselves severely affected by unexpected changes in their business environment are often tempted to look for a ‘quick fi x’. Johnson et al. ( 2005 ) defi ne strategy as follows: ‘Strategy is the direction and scope of an organisation over the long-term: which achieves advantage for the organisation through its confi guration of resources within a challenging environment, to meet the needs of markets and to fulfi l stakeholder expectations’.