ABSTRACT
This chapter introduces the meaning of strategy, how it evolved, and how it is currently interpreted. It also discusses the concept of emergent strategy, which is a strategic process that relies on the daily experiences of members of the communicative entity and of its stakeholders to understand what issues need to be addressed. The chapter also explains the three stages of the strategic planning process, namely the foundational stage, the application stage and the implementation stage. The importance of communication to strategic planning is also addressed. Students are taught about the importance of ritualistic rather than linear communication and aspects of leadership communication. Finally, the chapter presents the concept of stakeholders and the 360-degree process of stakeholder participation in the strategic planning process.
