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Strategic alignment, as defined by Oxford University's Saïd Business School professors Jonathan Trevor and Barry Varcoe, is the state in which all elements of a business – including the market strategy and the way the company itself is organized – are arranged in such a way as to best support the fulfillment of its long-term purpose. While a company's purpose generally doesn't change, strategies and organizational structures do, which can make chasing 'alignment' between strategy and the organization feel like chasing an elusive will-o'-the-wisp.
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Oxford University's Saïd Business School professors Jonathan Trevor and Barry Varcoe define strategic alignment as the state in which "all elements of a business – including the market strategy and the way the company itself is organized – are arranged in such a way as to best support the fulfillment of its long-term purpose. While a company's purpose generally doesn't change, strategies and organizational structures do, which can make chasing 'alignment' between strategy and the organization feel like chasing an elusive will-o'-the-wisp."
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Lack of strategic alignment is one of the key reasons why businesses fail to meet their objectives. To avoid failure, make sure that all areas of your...
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