This is a pattern of actions that develops over time in an organisation; rather than taking a deliberate strategic approach.
An emergent strategy develops when an organisation takes consistent actions over time (for example directing its marketing in a specific geographic area) regardless of any original intention. Positively, an emergent strategy shows the organisation growing and learning from what has worked in the past, negatively, it can be unfocussed and not provide staff and managers with clear direction.
Emergent strategy is a term normally found in strategic planning.
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