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The Relevance of the Rational, Classical Approach to Strategy in the ICT Sector - The Strategy Content Approach

Abstract Chapter 2 explores the second trend in strategic thinking to emerge since the 1980s, the Strategy Content Approach. The chapter analyses a range of strategic tools and approaches in order to determine their relevance to the modern ICT sector. This range of tools and analytical frameworks are commonly used as part of the rational decision making process involving analysis, choice and implementation. The weaknesses of these tools are examined in detail, and alternative approaches are also considered.

Keywords Long-tail • Value networks • Knowledge pyramid • Analytics value chain

Introduction

Having completed the analysis of the ‘Rational Process Approach’ to strategy in Chapter 1, Chapter 2 will now consider the second trend in strategic thinking to emerge since the 1980s, the ‘Strategy Content Approach’. The chapter will analyse a range of strategic tools and approaches including Porter’s positioning approach to strategy incorporating the Five Forces framework (1980) and the Generic Strategy model (1985); Porter’s Value Chain (1985); portfolio models such as Ansoff’s Product/Market matrix (1965) and the Boston Consulting Group (BCG) © The Author(s) 2017

N. Walton, The Internet as a Technology-Based Ecosystem, DOI 10.1057/978-1-137-60077-6_2

matrix; Porter’s Diamond of National Advantage and his theories of comparative advantage (1990).

 
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