A normative model for assessing competitive strategy

Gerard David Ungerer, Steve Cayzer

Research output: Contribution to journalArticlepeer-review

3 Citations (SciVal)


The hyper-competitive nature of e-business has raised the need for a generic way to appraise the merit of a developed business strategy. Although progress has been made in the domain of strategy evaluation, the established literature differs over the ‘tests’ that a strategy must pass to be considered well-constructed. This paper therefore investigates the existing strategy-evaluation literature to propose a more integrated and comprehensive normative strategic assessment that can be used to evaluate and refine a business’s competitive strategy, adding to its robustness and survivability.

Original languageEnglish
Pages (from-to)34-49
Number of pages16
JournalSouth African Journal of Industrial Engineering
Issue number4
Publication statusPublished - 6 Dec 2016


  • Competitive strategy
  • E-business start-ups
  • Normative approach
  • Strategy assessment
  • Strategy evaluation

ASJC Scopus subject areas

  • Industrial and Manufacturing Engineering


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