Abstract:
Konsep 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’.
