1. FIT AND STRETCH
STRATEGY
Christina Brink
Veronika Ekman
Melissa Rolas
Ania Seroka
Ming Yu
Yueduoduo Zhang

2. Mahatma Gandhi Martin Luther King Abraham Lincoln
“Be the change” “I have a dream.” “Shake off the existing
government, and form a
new one that suits them
better.”

3. Leadership is the art of
making the impossible
come true!

4. Strategic fit
 “Fit” between resources
and aspirations
 Realistic goals

5. Strategic fit
 Conservative goals
 Lack of courage

6. Strategic stretch
 Strive for the impossible  Make the most of
limited resources
 New ideas

7. Strategic stretch
 Creativity
 Growth and vitality
 One step ahead

8. Break the rules of the game

9.  Innovation
 Knowledge
 Ideas

10.  Create new space
 Challenge the existing norm

11. Honda
 Japanese
 Risky strategies
 Western
 Conservative strategies
Chrysler

12. Alpha
 Wealth of resources
 Industry leader
 Modest aspirations

13. Beta
 Compete with fewer resources
 Ambitions are greater
 Successful strategy

14.  "Whoever runs out of ammunition
first is the loser"
 Confident

15.  Small number of core
competencies
 Guerilla tactics

17.  Achieved innovative goals by taking risks
 A focus on few core
competences

18.  Secondary airports
 Saving money
on staff
training
 High
aircraft
utilization

19.  More routes in Europe
 Fit more passengers
 Save fuel costs

20.  Cost-cutting
 Additional
charges
 Business moral

21. References
Casadesus-Masanell, R., & Enric Ricart, J. (2010). From Strategy to Business Models
and onto Tactics. Long Range Planning 43 , pp. 195-215.
Gurkov, I., & Settles, A. (2011). Managing organizational stretch to overcome the
uncertainty of the Great Recession of 2008. International Journal of Organizational
Analysis 19 , pp. 317-330.
Hamel, G., & Prahalad, C. K. (1994). Competing for the Future . Harvard Business Press.
Hamel, G., & Prahalad, C. K. (2005). Strategic Intent. Harvard Business Review , pp.
148-161.
Mintzberg, H., Quinn, J. B., Ghoshal, S. & Lampel, J. (2003). The Strategy Process , p.
89.
Mintzberg, H., Ahlstrand, B. & Lampel, J. (1998). Strategy Safari, pp. 220-221.