The Softer Side of Strategy Dynamics - Journal Article

Abstract - This article addresses the powerful influence that soft factors exert on performance. Intangible resources may grow or decay alongside the more tangible factors in the firm's armoury. The feelings of staff, customers and investors also have an indirect but powerful impact on growth and sustainability. Capabilities too must be accumulated and retained, and may be reinforced by learning mechanisms within the business.

This 16 page article, first published in Business Strategy Review (BSR, 1999, Volume 11, Number 1), is the third in a series of 3 papers. It follows two previous articles - also available to download from this site:

The Dynamics of Strategy (BSR, 1999, Vol. 10, No. 3) offers a fully referenced explanation of the fundamentals of the approach.

The Dynamics of Rivalry (BSR, 1999, Vol. 10, No. 4) details the frameworks that explain how competition plays out over time, and shows how they can be used to build competitive advantage for the future.

The Softer Side of Strategy Dynamics develops the frameworks to capture the effect of intangible factors - morale, reputation, service quality, capabilities, and so on.

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