Morecroft , John D. W.,"The Feedback Viewpoint in Business Strategy for the 1980’s", 1984
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This paper presents a flexible, model-based approach to strategic program design--the process of putting together consistent business programs and policies to support new strategic initiatives. The new approach combines ideas from administrative theory and feedback theory. Administrative theory reveals the organizational and diffusion processes that connect business programs and customers. Feedback theory reveals patterns (feedback loops) in the connections between programs and policies of a business and its market. This conceptual framework is applied to strategic program design in a two-phase analysis which is much more flexible than traditional system dynamics business modeling. Phase 1 is a descriptive analysis that explores business-market structure in terms of organizational and diffusion processes, showing where conflicts of responsibility, confused incentives, misinformation, and administrative inertia may degrade business performance. Phase 2 uses simulation modeling and the descriptive information from phase 1 to debate policy options and program design. The style of analysis is illustrated with business cases and applications projects.