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Abstract
The purpose of this paper is to assess the concept of "competing with self" in the strategic management framework, within organizations. Strategic management is a response apparatus to the threat of competition that other businesses pose, and limited in attention to the changing behaviors of the customer and especially the noncustomer which requires creativity and innovation to provide for accordingly. The focus and purpose of every business is the customer. Effective strategic management may require a customer-focused approach based on self-competition, a concept that hinges on the creativity and innovation acumen of employees, rather than the model of responding to competition by other businesses, against the backdrop of the flux nature of customer behavior and market trends, global socio-economic integration, and persistent societal problems. This article contributes to the evolving understanding of the underlying constructs of creativity and innovation in the strategic management process especially in the 21st century of widespread technology characterized by the phenomenon of a shrinking world.
Keywords: Innovation; strategy, creativity; competition; customers.
Introduction
The efficient practice of strategic management is a determinant of competitive advantage and sustainability of businesses. The underlying purpose of strategic management is competition with other businesses. That is, outperforming or "defeating" a business rival through effective use of resources (Bracker, 1980). Powell (2014) identified that the central theme of strategic management favors market rivalry compared to customer-focused orient. Many analytical tools, for example, SWOT (Strength, weakness, opportunities, and threats) and PESTLE (Political, environmental, social, technology, economic, legal) were designed based on competition with other businesses.
Business leaders may be proactive strategically in providing for customers rather than "defeating" the competition. Welch (2005) believed strategic management is as simple as having a big idea and implementing it rather than the rigorous scientific analytical tools approach. Drucker (2008) assessed that business strategy is not based on scientific technique but instead, an imaginative and thoughtful process. The views of Welch (2005) and Drucker (2008) may support my assertion that strategic management is a creative and innovative construct based on understanding and the application of intelligence to create value for the customer and lure noncustomers.
Business leaders strive to be market leaders and in their quest, strategize to outperform the competition. Various strategies have been employed including acquisitions and...