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| Author: | Dwyer, L. Edwards, D. |
| Title: | Tourism product and service innovation to avoid 'strategic drift' |
| Journal: | International Journal of Tourism Research
2009 : JUL/AUG, VOL. 11:4, p. 321-335 |
| Index terms: | management strategic planning tourism service innovation strategy trends |
| Freeterms: | incrementalism |
| Language: | eng |
| Abstract: | Given the complexity of strategy formulation, it is difficult for managers to analyse all aspects of their environment or establish precise objectives. Consequently business strategies tend to be characterized by small strategic adjustments (here as: str-adjsts.) or 'incrementalism'. However, these marginal str-adjsts. within an organisation's existing culture may lead to strategic drift reflecting strategies inconsistent with changes in the external environment. This paper presents a brief overview of the global trends comprising of the tourism organizations' (here as: trs-orgs.) remote environment (as: rem-enrt.) It is argued that the standard response of trs-orgs. to changes in the rem-enrt. can be characterised as 'strategic incrementalism'. It is also addressed the concern of 'strategic incrementalism' possibly giving rise to 'strategic drift'. |
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