Facoltà di scienze della comunicazione

Visual strategizing : the systematic use of visualization in the strategy process

Eppler, Martin J. ; Platts, Ken ; Kazancioglu, Emre

In this article, we examine the use of visual representations for the business strategy process (from strategic analysis and strategy development to strategic planning and implementation). Starting with a review of literature, we show that visualization can address many of the cognitive, social, and emotional challenges of the strategy process, if visualization is understood as a participatory... More

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    Summary
    In this article, we examine the use of visual representations for the business strategy process (from strategic analysis and strategy development to strategic planning and implementation). Starting with a review of literature, we show that visualization can address many of the cognitive, social, and emotional challenges of the strategy process, if visualization is understood as a participatory process and as interactive communication rather than as a static graphic rendering of outcomes. We categorise and position feasible methods that are based on the interactive visual representation of information along the strategy process and highlight their benefits. A conceptual framework and six corporate case studies illustrate how to use strategy visualization systematically. In the conclusion of the article we highlight the potential risks of visualization for strategizing and articulate a research agenda for this emergent domain.