Measuring co-alignment

Authored by: Marcia H. Taylor , Michael D. Olsen

Handbook of hospitality strategic management

Print publication date:  July  2008
Online publication date:  September  2008

Print ISBN: 9780080450797
eBook ISBN: 9780080914343
Adobe ISBN: 9781136439520

10.4324/9780080914343.ch17

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Abstract

Traditionally, understanding how firms can outperform their competitors was the focus of researchers in the field of strategic management (Barney, 1991; Porter, 1980, 1985. Conversely, in today's dynamic and uncertain environment, strategy is about achieving sustainable competitive advantage (Olsen et al., 1998). Moreover, what the literature does not offer is a comprehensive business model, developed empirically, that offers managers a blueprint to accomplishing sustainable competitive advantage. Instead, the literature offers a number of schools of thought about strategy, but little in the way of a comprehensive model (Mintzberg et al., 1998). This paper attempts to address this situation using the co-alignment theory of strategy as the underpinning to this effort.

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