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Strategy visualisation: knowing, understanding, and formulating

Ken Platts (Centre for Strategy and Performance, Department of Engineering, University of Cambridge, Cambridge, UK)
Kim Hua Tan (Centre for Strategy and Performance, Department of Engineering, University of Cambridge, Cambridge, UK)

Management Decision

ISSN: 0025-1747

Article publication date: 1 June 2004

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Abstract

The key to executing strategy is to have people in the organisation understand it. As the complexity of the business environment increases, good communication and shared understanding among managers are vital. Managers need to present increasing amounts of information to one another clearly and effectively. A good diagram can convey instantly, and memorably, a relationship that would otherwise require a laborious and easily forgotten explanation. However, a review of the literature shows that little is available to guide managers in applying visualisation techniques to assist them in a strategy formulation process. This paper briefly reviews visualisation, and explores how visualisation can be used to support strategic decision making. The different visualisation requirements of a strategy formulation process are discussed. Then, a range of strategy tools developed by the Institute for Manufacturing, University of Cambridge, is introduced and their applications are described. Finally, a strategy visualisation framework, which might help practising managers identify useable visualisation tools for strategy formulation; and help researchers identify where future research in visualisation would be industrially relevant, is introduced.

Keywords

Citation

Platts, K. and Hua Tan, K. (2004), "Strategy visualisation: knowing, understanding, and formulating", Management Decision, Vol. 42 No. 5, pp. 667-676. https://doi.org/10.1108/00251740410538505

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited