Planned and Emergent Approach Finding a Balance
The essay will cover the importance the balance between planned and emergent approach through the framework of game theory/ net value and scenario thinking and planning. It would also incorporate the idea of chaos theory and the importance of understanding the market through certain criteria that have been learned in the course.
Introduction to each approach
Planned approach is a formalized approach to a strategy; it focuses on control formalization, centralization and inflexibility. (Mintzberg, 1994) Organisations are subject to rigid control with no chances of improvisation and learning. Nevertheless planned approach helps marketing in the sense of decomposing and simplifying problems, rationalizing and articulating. It also assists in planning marketing by objectives of the organisation. Planned approach coordinates activities that take into account of the future, control and rationalization. Mintzberg does not agree with the 3 major objective of the planned approach which is to decompose, to rationalize and to articulate. Mintzberg argues that the 3 key objectives have flaws, since it creates no room for learning or improvisation, a reductionist view that creates inflexibility and too coordinated activity to engage in a proactive environment. Planned approach is best suited in a ruled based game since in a rule-based games consists of controlling the market whereby there is a reaction to every action.
Emergent approach on the hand focus on learning, innovation and observation, which accepts changes and improvisation of plans and strategy to suit the circumstances faces. (MacBeth, 2002) The emergent approach involves minimum control over a situation and emphasizes on learning, adjusting, improvising and innovating according to the situations that an organisation is in. Nevertheless in order for the emergent approach to be affective, it requires a clear business vision. Business vision is required to support ideological control and operational
Introduction to each approach
Planned approach is a formalized approach to a strategy; it focuses on control formalization, centralization and inflexibility. (Mintzberg, 1994) Organisations are subject to rigid control with no chances of improvisation and learning. Nevertheless planned approach helps marketing in the sense of decomposing and simplifying problems, rationalizing and articulating. It also assists in planning marketing by objectives of the organisation. Planned approach coordinates activities that take into account of the future, control and rationalization. Mintzberg does not agree with the 3 major objective of the planned approach which is to decompose, to rationalize and to articulate. Mintzberg argues that the 3 key objectives have flaws, since it creates no room for learning or improvisation, a reductionist view that creates inflexibility and too coordinated activity to engage in a proactive environment. Planned approach is best suited in a ruled based game since in a rule-based games consists of controlling the market whereby there is a reaction to every action.
Emergent approach on the hand focus on learning, innovation and observation, which accepts changes and improvisation of plans and strategy to suit the circumstances faces. (MacBeth, 2002) The emergent approach involves minimum control over a situation and emphasizes on learning, adjusting, improvising and innovating according to the situations that an organisation is in. Nevertheless in order for the emergent approach to be affective, it requires a clear business vision. Business vision is required to support ideological control and operational