Structural analysis of companies’ transition to a new corporate strategy

The article researches mechanisms of enterprise strategy change in modern economic turbulence. The research aims to specify and systematize the process of transition between previous and new enterprise strategies based on analysis of theoretical aspects of strategy content and practical approaches to implementing long-term development processes in domestic companies. The research prompts by empirical observation that most Russian enterprises regularly revise their strategies, either adjusting them or terminating them prematurely. Such changes can be both evolutionary and radical, with significant differences between new and previous goals. Analysis of 210 strategic planning documents from 114 Russian companies identifies key characteristics and typology of processes of transition from previous to new strategy. The research methodology bases on structural approach to analyzing strategy as combination of target indicators and methods of achieving them. The study classifies strategy transitions according to degree of updating goals and implementation tools. The author substantiates need to revise traditional understanding of strategy from set of specific target settings to conceptual formation of enterprise’s character as basis of its behavior in competitive market. Key conditions for successful transition to new strategy are formulated: planned implementation mode, sequential implementation under favorable conditions, permissibility of non-critical changes when necessary, focus on long-term development as opposed to immediate gain. The practical significance of research lies in development of recommendations for optimizing strategy change process, particularly relevant for enterprises operating in conditions of high uncertainty. Research results can be used in strategic management practice and in development of corporate strategies.