Prescriptive Corporate Strategy in Practice

Emergent marketing strategies and their influence on the Customer Value Proposition of Fast-Moving Consumer Goods (FMCG) businesses during Covid 19 Pandemic in Botswana

“…The prescriptive strategies mentioned above are made up of planned objectives, and their elements have been put in place before the chief strategic intent is implemented. This is based on a deterministic process where the business environment is studied and the interpretation of the external environment is used in long-term planning (Božac et al, 2017). This model follows the intended strategic decision model, in which business strategies are defined within a detailed business plan for a specific period (David & David, 2017).…”

“…During the process of implementing the set strategies, there comes a point where intended strategic plans collide with changing realities (Mirabeau & Maguire, 2014). The process of formulating business strategies is not as simple as set on paper because business environments go through significant changes all the time (Lasi et al, 2021) calling for the adaptation imperative (Božac et al, 2017). This is where emergent strategies come into the picture.…”