Selecting Competitive Tactics: Try a Strategy Map

Sloan Management Review, (1987) Vol. 28 No. 3, pp. 5-15

Posted: 27 May 2016

See all articles by Terence A. Oliva

Terence A. Oliva

Independent

Diana L. Day

University of Pennsylvania - The Wharton School

Wayne S. DeSarbo

Pennsylvania State University

Date Written: 1987

Abstract

Strategic planning requires identifying the relevant performance measures of an industry as well as developing tools to understand the relationships among them. One such tool is a ''strategy map'' that describes how performance measures, strategy tactics, and competitors' performance are related. The position of a business and those of its competitors are mapped on a graph to provide a measure of relative competitive standing. This approach also lets managers simulate the impact of different strategies on performance. A map for an actual industry is presented. The strategy map illustrates the relationships among performance measures and tactical variables, in contrast to other current research that focuses on what the measures or variables are, but not on how they fit together to create the competitive environment. By integrating these relationships into a single map, the forces at play in the competitive environment and how these forces affect performance can be seen.

Suggested Citation

Oliva, Terence A. and Day, Diana L. and DeSarbo, Wayne S., Selecting Competitive Tactics: Try a Strategy Map (1987). Sloan Management Review, (1987) Vol. 28 No. 3, pp. 5-15, Available at SSRN: https://ssrn.com/abstract=2784459

Terence A. Oliva

Independent

Diana L. Day

University of Pennsylvania - The Wharton School ( email )

3641 Locust Walk
Philadelphia, PA 19104-6365
United States

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

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