“The determination of strategy also requires consideration of what alternative is preferred by the chief executive and perhaps by his immediate associates as well, quite apart from economic considerations. Personal values, aspirations, and ideals do, and in our judgment quite properly should, influence the final choice of purposes. Thus, what the executives of a company want to do must be brought into the strategic decision.
Finally, strategic choice has an ethical aspect—a fact much more dramatically illustrated in some industries than in others. Just as alternatives may be ordered in terms of the degree of risk that they entail, so may they be examined against the standards of responsibility that the strategist elects. Some alternatives may seem to the executive considering them more attractive than others when the public good or service to society is considered. What a company should do thus appears as a fourth element of the fateful decision we have called strategic”

Source: Quote, The Concept of Strategy, 1971, p. 38, cited in: Gastón de los Reyes, Jr. "Introduction (as presented) to The Concept of Strategy 40 Years Later." August 15, 2011, at lgst.wharton.upenn.edu.

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Kenneth R. Andrews 12
Business scholar 1916–2005

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