Based on case study research that analysed nine projects in seven market leaders across industries, this study addresses the ways of achieving various organisational competitive advantages through the use of project management for senior executives and top managers. In particular, the research findings identified two common themes that formed the linkages of the alignment between project management and business strategy. It was found that the competitive advantages drive the focus and content of project management as part of an intended strategy. At the same time, the detected changing business and project conditions help improve the execution of business strategy and/or the management of projects as part of an emergent strategy. The key for success is to develop appropriate project management styles that support the business strategy's competitive advantages and identify general guidelines regarding how to adapt their project management based on the Plan-Do-Check-Act (PDCA) concept. This should be done through a creative, artful and adaptive process in which organisational strategy and organisation as a whole are taken into account.
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