Strategic Lens is concept of looking at strategy from different angles It help managers to avoid strategic distortion, Johnson, Scholes,

& Whittington (2008), Having multi-perspective provides fuller picture.

Strategy

as Strategy as Strategy as Strategy as

Design Idea Experience Discourse

According to Johnson & Scholes (2002 p. 41), the design lens views strategy development as the deliberate positioning of the organization through a rational, analytic, structured and directive process It assumes managers are rational. Rational decisions must optimize resource utilization

Johnson

& Scholes (2002), The experience lens views strategy development as the outcome of individual and collective experience of individuals and the taken-forgranted assumptions.

Varieties

of Ideas are included before making decision. It ensures inclusiveness of all employees and reflection of their feelings. But Scholars, such as Levitt (1960), recommended that ideas should be collected from heterogeneous industries

Discourse

is a resource of managers. By using it, managers can have influence, power and legitimacy of their decisions

D e s i g n strategy
S t r a t e g y

Discourse

Idea

Strategy

Experience

Asking all individuals about their idea about this proposal (stock)

o is c D

e rs u

Use of language as a means of power, influence, legitimacy

strategy
S t r a t e g y

Idea Lens Make rational & analytical decision that optimizes resource usage

Experience
s wa ere , th elling ar y ye fit in s d the r Eve t pro s, an so r a gre racke short, tock c fire k was ore s as to m o c sto keep ers s k lets recrac and in i of f t dem e me ival t fes

Strategy

Design Lens

Driving Forces Commitment

Financial Support Sound Human Res. Market requirement CEOs Support Productivity

S t a t u s Q u o

Restraining Forces
Fear of change
Expensive in short term

G O A L T O A C H I E V E

Poor Communication Fear of Commitment Fear of Failure Sum of restraining force

Sum of Driving force

Source http://images.google.co.uk/imgres

Driving Forces Long Commitment term benefit

Financial Support information Sound Human few Acceptance by Res.
Market requirement Up to date

Scores 5 5 3 5 5 3 Change Proposal

Organization wants to Introduce Computer for Data Entry System, this needs all employees learn computer

scores

Restraining Forces

3 4

Expensive in short term Poor Communication Expensive to put in. Fear of Failure

5 4

CEOs Support

Productivity

Sum of Driving force =26

Sum of restraining force =16

Driving Forces Long Commitment term benefit

Financial Support information
Better customer Sound Human service Up to date

Scores 5 5 4 4 Change Proposal

Organization wants to Introduce Computer for Data Entry System, this needs all employees learn computer

scores

Restraining Forces

5 4

Expensive in short term Fear of losing power Expensive to put in. Fear of Redundancy

Res.

All finance Computerization

5 4

Job Assurance Assurance of benefit

5 3

Sum of Driving force =26

Sum of restraining force =18

Strategic Lens enable managers to adopt multi perspective, avoiding strategic distortion. Force field analysis helps managers to introduce planned change by understanding the severity of each forces. Managers can use arrays of other models for change, such as Lewins Change model and Appreciative Inquiry to win consent of employees.