Theoretical Approaches to the Definition of “Strategy”

Yevgenia Popovych

National University of Food Technologies

Introduction. Globalization of world economy, swift development over of environment, intensifying of competitive activity between the producers of commodities and services are brought to the necessity of determination of the most optimal going near a management and receipt an enterprise competitive edges them. On the modern stage of market development relations such approach are a strategic business management, establishment and use of various strategies of development of enterprise.

Materials and Methods. Such scientists examined theoretical principles in relation to a strategic management of the enterprise, as: B. Karloff, A. Chandler, M. Porter, S. Shershneva, S. Oborska and other.

Results. A concept “strategy” is basic in the theory of strategic management, but it only determination it is impossible to set forth. It is predefined by that a few approaches are to determination of essence of strategy: classic, conceptual, complex, modern (philosophical, organizationally administrative).

Strategy, in general, refers to how a given objective will be achieved. Consequently, strategy in general is concerned with the relationships between ends and means, between the results we seek and the resources at our disposal. Strategy and tactics are both concerned with conceiving and then carrying out courses of action intended to attain particular objectives. For the most part, strategy is concerned with how you deploy or allocate the resources at your disposal whereas tactics is concerned with how you employ or make use of them.

In basis of the classic approaches position lies near determination of strategy, about it comparing to the methods of achievement of aims of enterprise. Karloff B. gave determination to strategy as to the summarizing model of actions, necessary for an achievement set aims by co-ordination and allocation of resources of company [2].

The supporters of conceptual approach characterize strategy as set of rules of making decision. Ansoff I. marked that strategy - one of a few sets of decision-making rules in relation to behavior of organization. He describes strategy as totality of rules for making decision with the aim of providing of proof increase and development of enterprise; distinguishing two groups of rules : rules of mutual relations of enterprise with an environment(business strategy) and rule of establishment of equilibrium between own internal variables(organizational conception) [1].

Porter М., using the idea of chainlet of values, offered strategy to examine as an analysis of internal processes and co-operations between the different constituents of organization for that, to define, as well as where a value is added [4].

In relation to complex approach, then according to him strategy is the certain program of functioning of enterprise in an environment, but not only means of achievement of his aims. So, Johnson J. and Skuls К. examine strategy as direction and scale of actions in a long-term plan, that in an ideal brings the resources of company to conformity with the changeable environment of functioning(markets, consumers and clients) thus, that a company answered expectation of proprietors of parts of participating in her [3].

The representatives of the modern approaches to determination of strategy are Shershneva S. and Oborska S. They consider that the process of determination of strategy has two basic conceptions: philosophical and organizationally administrative. Philosophical - does accent attention on the direction finding of development of organization that gives an answer for a question: what business organization operates in what business she must be in? Thus, business strategy is developed in an order to bind internal possibilities (potential) of organization to her environment. Strategy is examined as philosophy that organization must follow in the strategic activity. In accordance with other - organizationally administrative conception - related strategy to the competition actions, measures and methods of realization of strategic activity of organization. Thus, it contains an answer for a question, as organization operates on the markets chosen by her. Such strategy in literature is named "by competition strategy" and examined as long-term ideas of activity following the own reasoning within the limits of terms, that gives an environment [5].

Conclusions. Analyzing all approaches to determination of concept "strategy", draw conclusion, that each of them not simply characterizes him from different parties, but also conflicts with each other. Thus, strategy is a multilateral concept that includes for it, from one side, set of aims of enterprise and facilities of their achievement with the maximally effective use of present resources, and from other, it is direction of development of enterprise, his place in an environment and level of co-operating with him.

Literature

1. Ansoff I. The Strategic management /Translation from English. - М.: Progress, 2001. - 519 p.

2. Karloff B. Business strategy/Translation from English - М.: Economy, 2003 - 239 p.

3. Mintzberg H., Quinn J. Strategic processes/Translation from English. - SPb.: Piter, 2001. - 688 p.

4. M. Porter. Competitive strategy / Translation from English. - K.: Osnova, 1998.

5. Shershneva S. E. Strategic Management: A Textbook. - Second edition. - K.: KNEU, 2004. - 699 p.

Scientific Supervisor: V. Mirochnyk.