Strategic Management
"Evaluate the suitability of the emergent and intended approaches to strategic management for Oxfam."

Dominic McDonnell - 2003870
Seminar Tutor - Dr. Karen Quine
Word Count - 2,194

Throughout this paper I will be looking in-depth at two of the most well recognized strategic management theories, Intended Strategy and Emergent Strategy. I will be evaluating the suitability of the emergent and intended approaches to strategic management and measure the appropriateness of each theory using various academic models (such as PEST analysis, Porter's 5 Forces, Porter's Generic strategy) in order to consider the differing environmental contexts of my chosen organization - Oxfam.

There are many devised explanations
In order to evaluate the most suitable strategic approach for Oxfam, intended or emergent, it is important to consider pivotal points throughout their history and reflect on which theory may be most effective and relevant for Oxfam going forward. Founded in 1942, Oxfam International a non-profit international non-government organization (INGO). Since the beginning their intended strategy and vision has always remained the same - to create a world without poverty. (Oxfam 2014)

Oxfam International's intended strategy sets out the priorities for Oxfam, internationally, over a six year period (current strategic plan - 2013-2019). Oxfam International then distributes power to its sub-confederations (e.g. Oxfam UK, Oxfam Canada etc.) and therefore the program teams can choose their approaches in consideration of the best method to achieve the overall International strategy. Oxfam's overall mission is to ensure they raise the funds needed to reach the people who need their help - this may be through the sales in their stores, through focused marketing campaigns or general donations (Oxfam 2013).

Towards the end of the 1990's Oxfam had around 800 stores in the UK alone but the market was becoming saturated with over 5000 new charity stores opening over that decade (Arnold 2002). An economic slowdown over this period had started to effect retail market but during times