Bridging the awful gap between strategy and action

This article describes the lessons learned from a study carried out within British Telecommunications as part of the author's doctoral research programme. It was found that strategy was formulated and implemented, with direct action taken and resources commited, by Divisional managers at all three organizational levels in BT so that implementation did not always follow the lines intended by the HQ strategic planners. Implementation was found to be an interactive rather than a rational/sequential process. Marked variations in practice were observed and explanations for these are offered. The relative success of the strategies differed widely, both overall and within the divisional field units. The manner of implementation and factors managers perceived to help and hinder it were studied. Success or failure was felt to hinge on getting a few basics right: resources, organizational ‘fit’, historical performance and the expectations it generated (track record), information and support, market acceptance, technical competence, consistent goals and top management support.