What is Strategic Drift

Strategic drift can be defined as any situation in which organizations fail to achieve their expected or planned strategic outcome. Sometimes, different situations including a changing business environment can result in challenges that altogether influence an organization’s strategy. Strategic drift occurs when a business fails to adapt to a changing external environment, and assumes that old marketing or customer service tactics will continually work in changing environments etc. Most times, a series of small, incremental changes to strategy enable the business keep in touch with the external environment.
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