COMPARATIVE ANALYSIS OF INTERPRETIVE STRATEGY, ADAPTIVE AND LINEAR STRATEGIES: AN OVERVIEW

Freda Barnes, Alexis Roberts

Abstract


An interpretive strategy of business is a more recent and less developed model than the linear and adaptive models. It is concerned with "orienting metaphors constructed for the purpose of conceptualizing and guiding individual attitudes or organizational participants."  This review paper explored the differences in ideology and practice of the three main forms of strategy. It is noted that the main aim of interpretive strategy is legitimacy or credibility in the mind of stakeholders. It places emphasis on symbols and language to influence the minds of customers, rather than the physical product of the organization which are the focus of adaptive and linear strategies.


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