The hallmark of strategic decisions is their interdependence: competitive advantage requires that these decisions reinforce each other. However, mutual reinforcement requires a synthesis of decisions. There are many strategy tools for analysis but not for synthesis. Performance landscape modeling of decision combinations has its value for academic research but is too complex for practice. This working paper proposes a sequential, judgment-based, qualitative modeling process for strategy synthesis. Whereas performance landscape models use binary, quantitative decision values, and computer simulations, the proposed process uses qualitative values and managerial judgment. By simplifying the synthesis, this working paper contributes to strategy practice.

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ERIM Report Series Research in Management
ERIM report series research in management Erasmus Research Institute of Management
Erasmus Research Institute of Management