Because the more the organisation is
attuned to the competitive environment and how it is changing,
the more likely it is that the firm can retain its competitive
advantage. Being attuned is not simply being aware of
what changes are taking place, it is understanding the
potential implications
of such changes.
A second reason is that if managers
have strategic understanding they are likely to be more
effective in implementing strategy. Successful
implementation depends on strategy being converted into
hundreds of tiny tasks completed each day by people throughout
the organisation. Clearly the opportunities for going
off-course are immense. There are decisions that have
to be made based on "judgement";
and the manager with a strategic perspective is better-placed
to make that judgement call.
