Rusli Tanjung, Amries2012-11-122012-11-122012-11-11wahyu sari yenihttp://hdl.handle.net/123456789/467Konsep strategi berasal dari kata Yunani (Greek) ‘strategos atau strategia’ yang berarti’ general or generalship’, atau sesuatu yang berkaitan dengan ‘top management dari suatu organisasi. Steiner and Miner (1977) menyatakan bahwa ‘strategy is the forging of company mission, setting objectives for the organization in light of external and internal forces, formulating specific policies and strategies to achieve objectives, and assuring their proper implementation so that the basic purposes and objectives of the organization will be achieved’. Jauch and Glueck (1988) menyatakan bahwa strategi sebagai ‘unified, comprehensive, and integrated plan that relates the strategic advantages of the firms to the challenges of the environment. It is design to ensure that the basic objectives of the enterprise are achieved through proper execution by the organization’. Dess and Miller (1993) menyatakanbahwa didalam pengertian strategi terdapat pengertian tetang ‘intended strategy’ yaitu strategi yang diusulkan, dirancang dan diharapkan, dan pengertian tentang ‘realized strategy’ yaitu stratei yang sebenarnya telah dilaksanakan / dipergunakan didalam kegiatan organisasi akibat adanya peluang dan hambatan yang belum terlihat pada saat menyusun strategi. Peluang dan hambatan (obstacles) inilah yang memaksa managemen untuk melakukan ‘quick thinking to alter intended strategy’. Johnson and Scholes (1993) menyatakan bahwa ‘strategy is the direction and scope of an organization over the long term; Ideally which matches its resources to its changing environment, and in particular its market, customers or clent so as to meet stakeholders expectations’. Pearce and Robinson (1994) dan Belohlav and Gidden-Ering (1987) mengartikan strategi sebagai ‘comprehensive, general plan of major actions through which a firm intends to achieve its long term objectives in a dynamic environment. 14 basic approaches (generic strategies) can be identified : concentration, market development, produc development, innovation, horizontal integration, vertical integration, joint venture, strategic alliances, consortia, concentric diversification, conglomerate diversification, turnaround, divesture, and liquidation’.enArticle