Awareness of strategy execution barriers in decision-making process: moderated mediation analysis

Although many studies have discussed the strategy execution process and the reasons for its ineffectiveness, there is a need to consider the relations and interactions between the factors that hinder strategy implementation. The purpose of this article is to explore the interrelations between the strategy execution barriers by considering six factors and understanding the influence of these factors on a company’s performance measured by its achievement of strategic goals (as one of the strategy execution measures) and its revenue dynamics (as a financial measure). In order to achieve the research goal, structural equation modelling was performed for the path analysis. The research sample, which consisted of 150 companies of different sizes and from different industries, was selected from the population of companies registered on the Warsaw Stock Exchange. The initial model of relationships was modified to create the final model from which insignificant paths had been removed. Our main finding is that the strategy implementation process should be perceived as a set of integrated factors, which should be analysed from an aggregated perspective in decision-making process. We believe that, rather than focusing only on the efficiency of final results, attention should be paid to ensure the effectiveness of all the factors aggregated in one construct and hence that it is necessary to regard the implementation process as an execution-as-learning concept. As revealed by our study, the awareness of strategy execution barriers directly impacts the achievement of strategic goals and indirectly impacts the revenue dynamics.