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Bilal Afsar
Abstract
With the development of economy, original pure rational strategic management could not adapt
to the complex and ever-changing environment now. The world is changing and becoming more and
more unpredictable with each passing day. A kind of irrational strategic management is emerging quietly.
This passage introduces the development of irrational strategic management and its function in strategic
management, and discusses the way of irrational factor playing an active role in strategic management.
Strategic management and its simple, small changes and expectant, so, the
predicament enterprise can be expectant for the market
and the future. But today, the environment of
Strategic management is combination the enterprise facing is not only complex, but
of science and arts which increases an also less and less expectant. If the enterprise
organizations chances of success as it emphasizes the rational way, it may
involves detailed planning of each and concern with management efficiency and
every variable of the organization that stylization of forming strategic management
can help in the achievement of goals and excessively, which will create a kind of
objectives. Dr. Jagdish Sheth, a respected inertia of strategic management. After the
authority on marketing and strategic 1970s, the operation and management of
planning, provides the following framework Japanese enterprises shocked the United
for understanding strategic management: States. Compare with the management
continually asking the question, Are we differences of the United States and
doing the right thing? It entails attention Japanese, we can find that the United States
to the big picture and the willingness frustrated in the competition of operation
to adapt to changing circumstances, and and management with Japanese, which
consists of the following three elements: showed the predicament of rationalism in
formulation of the organizations future modern enterprise management. strategic
mission in light of changing external management entails allocating the right
factors such as regulation, competition, amount of resources to the different parts
technology, and customers development of your business so that those assigned to
of a competitive strategy to achieve the particular goals have what they need to meet
mission creation of an organizational their objectives. This ranges from providing
structure which will deploy resources your workers with the right supplies to
to successfully carry out its competitive enacting systems by which employees
strategy. Strategic management is adaptive receive the necessary training, all work
and keeps an organization relevant. In these processes are tested, and all information and
dynamic times it is more likely to succeed data generated is documented. To effectively
than the traditional approach of if it aint manage your business strategically, every
broke, dont fix it.Rationality has a deep- inch of your company must have its needs
rooted tradition in enterprise management. met in these ways, so all parts can work
From Adam Smith, economics saw people together as a seamless, highly functioning
as rational animal. The appearance of the whole.
rational people influenced the subsequent A critical but often overlooked aspect of
management even more deeply. The strategic management is the need for it to
strategic management has showed itself in be both planned and unplanned. Company
the rational way from its forming. From leaders must take the initiative in setting
the design and plan school in the 60s to the out how the company should function and
dominant position of location school in the operate, but they must also be dynamic in
80s, until the rising of core school in the responding to needs and requirements as
90s, all emphasized the rational character they arise. Strategic management is not a
of strategic management [1]. The thought static process that can be limited to a linear
of rational strategic management supposes process. Often, unforeseen results ensue
the environment of the enterprise facing is (which can be both positive and negative)
and strategic managers must be able to as faith, sentiment, will, mind-set, intuition
respond to occurrences that cannot be and so on, which can be used to excavate
predicted. staffs potential and enthusiasm, attract
consumers attention and support, create the
Irrational Strategic Management environment of the three (manager, staff and
on the rise consumer) common recognition, form the
groups values and cohesion, and achieve
People often see the irrational factor as the harmonious management of the aim of
the opposition of rationality, and think it is strategic management. The core of irrational
not rational, loss of rationality, and negative strategic management is people-centered,
rationality. In fact, irrationality means the attach importance to peoples emotional
spirit property of no conscious, tuition, factors, respect people, depend on people
emotion and belief which not belongs to and develop people.
the rational factor and corresponding with In 1924, the results of Hawthorne
rationality, it is a natural part of human nature. experiment carried out by Mayo shows that
Irrationality is cognition, thinking, talking people is not only economic people, but
or acting without inclusion of rationality. also the society people who have irrational
The term is used, usually pejoratively, to factors, such as desire, demand, emotion and
describe thinking and actions that are, or so on. Members who have common feeling,
appear to be, less useful or more illogical attitude and value in the work constitute
than other more rational alternatives. the informal organization, which influences
Management today combines creative, members action with stable authority form
business, organizational, analytical and irrational emotional logic [2]. Now, the
and other skills to produce effective birth of the theory of knowledge management,
goal-oriented results! Some of the key building a learning organization promotes
functions in management includes learning the symbiotic integration of rational and
to delegate, planning and organizing, irrational management. On the one hand,
communicating clearly, controlling it promotes rationality as the role of
situations, motivating employees, adapting achieving irrational tool by making full
to change, constantly innovating and use of scientific method and means which
thinking of new ideas, building a good team can make knowledge doing identification,
and delivering results which are not just processing and dissemination. On the
figure -bound but results that also focus on other hand, it pays attention to playing the
overall growth and development. Irrational role of irrational factors, such as peoples
strategic management means that in the desire, emotion, interests, will and so on
complex strategic management activity, the in management, encourages innovation,
manager except playing the role of rational promotes learning and exchanges, enhances
strategic management through necessary the ability of facing changes, and makes
data analysis, predict and logical reasoning, the irrational factors in the framework of
should change the concept of efficiency rationality play the active role of cohering
supremacy, and should be people-centered, popular feeling, management innovation
take sentiment as main line, pay attention under the guidance of scientific way.
to play the role of irrational factors, such
decision making, people who doing the identical direction [4]. For example, the
choice of decision making program by using Japanese leaders pay attention to the role of
intuition are mainly experienced experts and emotional factor in strategic management.
senior managers in the organization. They Komatsu proposes the slogan of surround
do not do it by using logical thinking, but Caterpillar. Canon Corporation wants
making decision as soon as possible under to attack Xerox Corporation, Honda
the analysis of intuitive thinking and some Corporation takes to try its best to become
rational analysis. When the company of the automobile industry pioneer like Ford
Volvo in Sweden sold their cars to American as the power of going forward. They will
market, all the analysis get the result that stimulate staffs enthusiasm through slogan
Volvo has no competition and it cannot or strategic intention, and achieve the
succeed in American market. But Benguela companys final goal at last. Concerning
insisted on his own intuitive judgment, he the unique role of emotion in the process of
thought that the car will surely succeed in strategic management, Phillips, the famous
the largest market in the world through all learner, summarized exactly, he said,
kinds of methods. The result proves his strategy has no value in itself, and it only
intuitive judgment. Just as the former CEO has significance for people who participate
of this company said, intuitive feeling really enthusiastically. From this aspect, good
significantly impact on strategic actions, strategy is to stimulate staffs participation
though strategic decision, such as large scale enthusiasm.
investment will be naturally influenced by Management goes beyond the
economic analysis and forecast, strategy organizations internal operations to
is dominated by feeling and intuition to a include the industry and the general
certain extent, because the future profit is environment. The key emphasis is on
difficult to estimate. This is a complex thing, issues related to environmental scanning
and you cannot forecast forever, must be and industry analysis, appraisal of current
feeling right. and future competitors, assessment of
core competencies, strategic control and
Irrational factors promote the the effective allocation of organizational
smooth implementation of strategic resources. Irrational factor is a double-
decision edged sword. Due to the non-logical and
non-critical features of irrational factors,
Good strategic decision needs executor they inevitably have negative role which can
to implement. If strategy has not been not be neglected in management activity.
smoothly implemented, it will fail in Irrational factors easily lead to misleading
the end. Therefore, the coordination and information and decision errors. During
communication between decision maker the process of information collection,
and executor are very important. The one-sidedness of irrational factors may
essence of communication is emotional limit the scope of attention. The desire of
communication. Emotion promotes effective diversity will not make attention focus on
interaction between manager and executor. a particular goal. The speed and accuracy
Emotion, as an irrational factor, can promote of information gathering and processing
all staffs ambition and struggling spirit, will be affected if the emotion and feeling
and stimulate activity through conveying are more than or less than a certain level
goal to the staff to make them has an of intensity. Irrational factors, such as
employees get self-esteem satisfaction, and management, and attempts to change the
reduce frustration, increase enthusiasm, situation of neglecting irrational problem in
inspire initiative and creativity, enhance strategic management in the past. The aim
the cohesion of the organization, meet the of this passage is not exaggerating irrational
employees needs of high-level demand, factors in order to play down the rational
to truly achieve the management of fitting factors, but is hoping to envisage the
human nature. Through the emotional important role of irrational factors in strategic
communication in the process of strategic management activity, probing that how to
implementation, the organizations mission, exert the active role of irrational factors
desire and ideas will form members thought under the guidance of rationality, weakening
pattern and behavior through a variety of the way of its negative role, serving strategic
effective communication channels. They decision making, and achieving the goal of
cultivate employees the common belief. sustainable development and harmonious
Finally, it internalizes organizational culture. social development.