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Strategic Drift and Strategic Crisis Management of Organization
Tzveta Zafirova
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DOI:10.17265/1537-1514/2014.07.006
Tzveta Zafirova, Ph.D., associate professor of Management, Varna University of Economics, Varna, Bulgaria.
The research reports how the choice of the organization behavior—strategic drift can lead to strategic crisis as a form of manifestation of a deepening organizational crisis. The research questions whose solution is sought are connected with the relation of strategic drift—strategic crisis—strategic crisis management, in terms of whether the errors in the process of strategic management lead to organizational crises. The results of the historical analysis of the theoretical research and practice in this field show the interdependence among these processes and the reasons for strategic crisis in support of the concept of strategic crisis management and its implementation in business. The study outlines the evolution of the theory of strategic drift, as well as opinions of various scientists on the types of crises, which are perceived as a uniform classification and universal interpretation of the term “strategic crisis”. The organization’s “strategic drift” leads to serious organizational crisis which first form that strategic crisis. Practice shows that the management of market leaders often leads to complacency, choosing strategy stability. Soon, as a result of aggressive strategies or implemented innovations of their competitors, they lose their competitive position.
strategic drift, strategic crisis, strategic crisis management
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