Strategic Decision Making: from Crisis to Opportunity

Managers can perceive and categorise problems as crisis, threat, familiar everyday nuisance or even opportunity. This article focuses on the extent to which this categorisation determines the process the organisation goes through in tackling the problem. Using the case history of a big externally‐triggered decision in a chemical company to illustrate these distinctions, the authors show that the characteristics of the processes can vary a lot according to how the problem is perceived: and across many dimensions – procedural rationality, generation of alternatives, politicisation, timing and lateral and horizontal communication. They argue that top managers should not only pay particular attention to the manner in which strategic issues are perceived and labelled within the company and its systems, but even in some circumstances should ‘manipulate’ the information provided from external or internal systems. The case described here also illustrates the crucial role of middle managers in providing expertise and information during the making of strategic decisions. Finally, it points to ways in which management teams can avoid destructive conflict and engage in constructive conflict.