Assessment of Performance Measurement in - St Clements University

3. THE POSITIONING SCHOOL: This school perceives strategy
formation as an analytical process, and developed mainly in the
1970’s and 80’s. Under this school, strategy is seen as a set of
planned genuine positions chosen by a firm on the basis of an
analysis of the competition and the industry in which they operate.
The analysts play the lead role in strategy formation. The process
of strategy formation is analytical, systematic and deliberate. The
major contributors to the positioning school are Hatten (1970s),
and Porter (1980s).
4. THE ENTREPRENEURIAL SCHOOL: This school sees strategy
formation as a visionary process developed mainly in the 1950s.
Under this school, strategy is seen as the outcome of a personal
and unique perspective often aimed at the creation of a niche. The
lead role in strategy formation is played by the
entrepreneur/leader. The process of strategy formation is intuitive,
visionary and largely deliberate. The major contributors to this
school are Schumpeter (1950s), Cole (1959) and several others,
most of whom are economists.
5. THE COGNITIVE SCHOOL: Cognitive school which perceives
strategy formation as a mental process, developed mainly in the
1940s and 50s. Under this school, strategy is seen as an individual
concept that is the outcome of a mental perspective. The process
of strategy formation is mental and emergent. The major
22