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i-Strategies

In: Internet Marketing and Big Data Exploitation

Author

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  • Ian Chaston

    (University of Auckland)

Abstract

Mintzberg (1990) concluded that strategy evolves gradually over time as managers acquire a deeper understanding of the factors influencing success. Mintzberg’s (1999) typology for this type of strategic behaviour is the ‘Learning School’. His criticism of the conventional linear sequential planning approach, which he described as the ‘Design School’, is that this involves the specification of a deliberate, detailed strategy which he does not believe remains a feasible proposition in today’s increasingly uncertain world.

Suggested Citation

  • Ian Chaston, 2015. "i-Strategies," Palgrave Macmillan Books, in: Internet Marketing and Big Data Exploitation, chapter 6, pages 96-115, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-48896-1_6
    DOI: 10.1057/9781137488961_6
    as

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