ABSTRACT
The Strategy Development provides a ‘roadmap’ for strategy development. Developed by the successful authors on corporate strategy, Gerry Johnson, Kevan Scholes and Richard Whittington, the model originates from their former analysis, choices, implementation model of strategy development. In practical terms, the elements of strategy development do not take a linear form. PCA model is a relatively simple framework that can be used by anyone wishing to develop and manage a strategy. It is often regarded as the start of the process from which options emerge, but could equally be thought of as a framework to help practitioners develop or refine an existing strategy. The ‘Rational Planning’ approach to developing strategy is sometimes preferred because of its logical and formally-documented planning process. One obvious limitation of the PCA approach is that it is not non-prescriptive – practitioners who want to know what they need to do could be easily frustrated by its lack of instruction and direction.
