Dissertation Title: Corporate Strategic Misalignment
Abstract
Incidences of strategic misalignment are significantly increasing across different markets. Therefore, the primary aim of this study was to examine the consequences of corporate strategic misalignment on organisational performance. The study adopted a systematic literature review method to collect and critically review evidence from the existing literature about strategic misalignment. Subsequently, data was collected from credible and reliable academic sources that were related to the research topic. Thematic analysis was used to analyse the data and present valid results. This method involved examining the sampled articles to identify recurring themes and patterns. The findings revealed that strategic misalignment negatively affects the organisation, its employees, and potential customers. A majority of the sources confirmed that strategic misalignment results in reduced productivity, resource wastage employee disengagement ineffective decision-making, customer dissatisfaction, and poor supplier relationships. Consequently, its effects extend to reducing the levels of employee engagement, morale, and turnover. Results from the conducted analysis show that strategic misalignment interferes with the business eco-system causing negative performance in the market. Generally, the effects of strategic misalignment include time wastage, resource misappropriation and poor business performance in the market. Employees are loyal and committed to organisations where their duties match the implemented goals. In addition, the sources revealed that strategic misalignment is gradually caused by a series of interconnected factors from the internal and external environment. Based on these findings, the study recommends the development and utilisation of KPIs tailored to measure strategic alignment to provide tangible insights, enabling organisations to make data-driven adjustments. In addition, it suggests the implementation of structured feedback mechanisms that facilitate the organisation’s responses to employees’ concerns thus increasing engagement levels, and morale and reducing turnover. Lastly, it recommends periodic audits that begin from the internal environment of an organisation to identify and rectify deviations from the overall goals.
Keywords: strategic misalignment, corporate, rapidly changing business environment