Abstract
In courses on business strategy, students draw maps of organizations and the landscapes on which they operate, and they learn various classification schemes for strategies, such as different kinds of market positions or organizational capabilities. But these activities do not achieve much when it comes to developing a sense for where great strategies come from in the first place. The missing ingredient is recognizing that strategy-making is a creative act. We know this intuitively. It is the “aha” feature of brilliant strategies that first draws many of us to the topic. In this essay, we look at some examples of great business strategies and view them as creative leaps. We organize the examples into a proposed framework which involves four sources for creativity: contrast, combination, constraint, and context (4 C’s). The hope is that this framework works as a mental prompt for finding new strategies.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
