Strategic drift
Strategic drift occurs when an organisation’s strategy changes too slowly or in an unsuitable direction as its environment changes, creating a widening mismatch. Established assumptions, routines and past success can make the gap difficult to recognise. Drift is not simply any poor result or deliberate strategic continuity. Diagnosis requires evidence about environmental change, decisions and performance, followed by appropriate adaptation.
Worked example
A business makes small improvements to its physical distribution model while customers increasingly require digital access. Continuing the familiar approach without addressing the shift causes a growing gap between the offer and market needs.
Common mistake
Do not assume every incremental change is drift or that radical change is always the answer. Assess whether the strategy remains aligned with the environment and capabilities.
Where it appears in your exams
| Qualification | Exam | Relationship | Period |
|---|---|---|---|
| ACCA | SBL | Direct | September 2026–June 2027 |