Stage 4b: Exploring Further Success-Generating Routines

Abstract

‘Delta’ is the last case study reported on in this book. The top managers at Delta were conducting their annual strategy review and wanted help with exploring their success factors. It seemed that in some respects they were working their way through the available strategy tools. They had done a PEST analysis and a SWOT analysis, but after a meeting with a professor of strategy they realised they were not as aware of their sources of success as they had thought. I met the commercial development director a few days before the workshop in order to explain my research agenda and the process of causal mapping, as well as to learn something about Delta. Five people attended the subsequent workshop: the managing director, the director of delivery, the finance director, the training director and the commercial development director. In addition the business development director and the research and development director were present for parts of the process.