Hughes P, Morgan RE, Hodgkinson IR, Kouropalatis Y, Lindgreen A. A diagnostic tool to determine a strategic improvisation Readiness Index Score (IRIS) to survive, adapt, and thrive in a crisis.
INDUSTRIAL MARKETING MANAGEMENT 2020;
88:485-499. [PMCID:
PMC7358756 DOI:
10.1016/j.indmarman.2020.05.020]
[Citation(s) in RCA: 9] [Impact Index Per Article: 2.3] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Subscribe] [Scholar Register] [Received: 05/01/2020] [Revised: 05/20/2020] [Accepted: 05/21/2020] [Indexed: 05/28/2023]
Abstract
Crises for business-to-business (B2B) firms are characterized by unexpected or unanticipated severe threats that are highly uncertain where strategic response times are low in which executives are victim of overwhelming time pressures to action fast strategic responses to these events—as the threats bring to question the viability and survivability of the firm. Consequently, crises provoke a profound impact on executives' sensemaking, as they attempt strategically navigate these events. We bridge thinking around crisis management with theories of strategic decision-making and conclude that strategic improvisation is a vital mechanism that enables effective management interventions to be executed as a means of surviving, adapting, or potentially thriving under challenging circumstances. We derive a theoretically grounded framework of five strategic imperatives underlying our 10C Strategic Imperative Framework for improvisation readiness. First, we develop the Improvisation Readiness Index Score (IRIS) as a means for executives to diagnose their organization's improvisation readiness according to the requisite strategic imperatives. Second, we present a three-step guide for executives to consider for managing through crisis with improvisation and the strategic imperatives at its heart. Third, we illustrate the strategy improvisation challenges. This allows executives to close the strategic improvisation gaps between their ‘actual’ and ‘preferred’ readiness.
Bridges thinking around crisis management with theories of strategic decision-making.
Concludes that strategic improvisation enables effective management interventions under challenging circumstances.
Derives a theoretically grounded framework of five strategic imperatives that underlie improvisation readiness.
Develops the Improvisation Readiness Index Score (IRIS) as a means to diagnose improvisation readiness according to the requisite strategic imperatives.
Presents a three-step guide for executives to consider for managing through crises with improvisation and the strategic imperatives at its heart.
Using a set of case vignettes, this article illustrates the strategy improvisation challenges.
Collapse