ABSTRACT
This chapter focuses on the component of the Strategic Management Framework that attempts to identify and quantify those factors contributing to knowledge that informs the effectiveness of strategy and strategic decision making in general. By 1866 the Cadbury Brothers had maintained their commitment to the company values that were so closely associated with their beliefs as well as the foundation of their strategic direction. From a modern strategy practitioner's perspective, Cadbury seems to have mastered the art of strategy exploitation, the mining of existing business to become leaders in their field. Strategy evaluation shaping is the area that the fundamental assumptions, estimates, guesstimates and leaps of faith are made as the foundation of the strategy, strategic plan and futures thinking in general. Systemic strategy evaluation shaping consumes the majority of work to be conducted in the development and/or the review and renewal of strategy and the strategic plan.
