Rethinking Corporate Strategy: A Cybernetic Perspective

Abstract

This paper offers a view of corporate strategy guided by the insights of cybernetics. The approach challenges the conventional wisdom of rational planning and instrumental control which stresses the importance of goal-oriented adaption of organization to environment. In its place an alternative strategy of systemic wisdom is developed. This is based on: (a) an understanding of contexts; (b) an orientation of action away from noxiants; (c) finding value in system relations rather than instrumental ends; and (d) fostering joint rather than individual action. The paper is concerned to understand the requirements and consequences of strategy formulation in turbulent environments.

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