There are four main strategic lenses in Strategic Management. These lenses are:
a) Strategy as discourse
This strategy is based on the language and communication of the strategies of an organization. It seeks to answer the main question which is: how is the strategy being communicated?
b) Strategy as ideas
This lens focuses on innovation. It has a potential of generating new ideas in the dynamic business environment.
c) Strategy as design
This is a lens which views strategy as a logical process where constraints and forces facing the organization are evaluated through use of analytical techniques in order to reach vivid strategic directions.
d) Strategy as experience
This is a lens where strategy is determined based on the previous experience of the management team. This lens does not take into consideration any form of analysis. Instead, the management process involves a lot of bargaining and negotiations.
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