What's in a Strategy?:Ways to Get Lost in Translation of the Strategy

Although a strategy, in theory, should help the organization to move in the same direction by showing a direction for the organization, in practice the strategy increases the number of possible paths, as managers translate the strategy into their own context. This increases the number of strategies in the organization, and it becomes difficult to get an overview of the interaction and relationships between the translated strategies. This not only raises questions about which function the strategy has in an organization but also about what is strategy implementation when the managers don’t implement the strategy, but are implementing their translations of the strategy, which is different from the original.