A NORMATIVE MODEL FOR ASSESSING COMPETITIVE STRATEGY

Gerard David Ungerer, Steve Cayzer

Abstract


The hyper-competitive nature of e-business has raised the need for a generic way to appraise the merit of a developed business strategy. Although progress has been made in the domain of strategy evaluation, the established literature differs over the ‘tests’ that a strategy must pass to be considered well-constructed. This paper therefore investigates the existing strategy-evaluation literature to propose a more integrated and comprehensive normative strategic assessment that can be used to evaluate and refine a business’ s competitive strategy , adding to its robustness and survivability. 


Keywords


Normative Approach; Strategy Assessment; Strategy Evaluation; Competitive Strategy; E-Business Start-Ups

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DOI: http://dx.doi.org/10.7166/27-4-1431

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ISSN 2224-7890 (on-line) ; ISSN 1012-277X (print)


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