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Contents
Question 1 : Strategic Drift 3
Question 2: Discuss the external factors that influenced change within AEGON 7
Question 3: Critically Discuss the 8 behaviours 11
Question 4: Evaluate the role of the Auditing Process?business strategy 14
Appendix 1 15
2006 financial highlights ? AEGON in the UK 15
References 16
Question 1 : Strategic Drift
Thompson, Stickland and Gamble (2005) suggest that an organisational strategy should not
be perceived as a fixed plan that the organisation utilises to compete within industry but
rather view an organisational strategy as a temporary plan of action which is ever evolving to
incorporate external environmental influences and internal organisational influences. As
organisations continue to evolve their strategic plans due to internal and external stimulus,
identified by Thompson et al (2005), organisations drift from the original strategic vision of
the organisation.
Sony Corporation a leader in consumer electronic since early 1990, appoints a new CEO in
1995. The CEO believes in an integrated technologies model and steers the organisation into
trying to find a way in making this business model profitable.
Charles Handy (1989) described strategic drift as the subtle changes of the organisations
strategy that leads the organisation away from its intended destination to a destination that is
unintended. Organisations must ensure alignment between the organisations operational
activities, through adjustments in the organisations strategy, ...