Aspiration alignment: a hidden key to competitive advantage

Arun Maira (Chairman of The Boston Consulting Group, Gurgaon, Haryana, India. He worked with the TATA Group, the largest business conglomerate in India, for 25 years in several senior executive and board level positions until 1989. Since then he has worked with international management consulting companies in the USA and consulted with companies across the world on growth strategies and transformational change. E‐mail:

Journal of Business Strategy

ISSN: 0275-6668

Publication date: 1 December 2005



To highlight weaknesses in typical analytical approaches to developing strategy and suggest ways of overcoming them


Explain some typical problems by examples; analyse their causes; describe an approach to resolve them by changing the approach to developing strategy


Broadening the approach to strategy by systematically including an analysis of emotional and political forces, and recognising that ”blinkers” are an integral feature of any ”rational” model, enable the development of more effective strategies.


A tested approach for overcoming problems of misalignment in strategy.



Maira, A. (2005), "Aspiration alignment: a hidden key to competitive advantage", Journal of Business Strategy, Vol. 26 No. 6, pp. 12-18.

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Copyright © 2005, Emerald Group Publishing Limited

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