ABSTRACT
This chapter focuses on individuals when promoting the notion of strategy as a profession, strategy in an organisation is rarely the responsibility of individual practitioners alone. It explores the issue of adverse influences on teams, by addressing the Fourth Inconvenient Truth of Strategy. Strategy is dominated by individual subconscious preferences and an often destructive dominant logic that prevails in groups/teams. A dominant logic can be seen to arise in successful companies, to the point where the more successful they become, the more embedded a leadership teams collective frame of reference also becomes. The issue of the effectiveness of individuals working together in strategically oriented teams is the focus of The Fourth Inconvenient Truth of Strategy: Individual subconscious preferences exert an invisible, adverse influence on decision making. The lateness of the release of Cadbury Dairy Milk Chocolate into the consumer market afforded its global competitors a considerable head start, and this hurt Cadbury the most in its home market, the UK.
