Watch this interview with the former CEO of Unilever, who discusses the importance of execution of the firm's strategy. His comment "At the end of the day, execution is the strategy…" suggests that the best strategy will fail unless the execution matches the objectives of the firm.

The execution of the strategic plan occurs throughout the organization, whereby all divisions, departments, and personnel direct their work and expend their energy and resources toward meeting the objectives outlined in the strategic plan.

How this is accomplished depends entirely on the type of business or organization and in what industry sector they function. A manufacturing company will undertake certain tactics towards achieving objectives, such as design, tooling, or quality control. In contrast, the retail organization would be concerned with customer in-store traffic, maintaining stock, or point-of-purchase operations.

The important commonality shared by different businesses in different industries is that the aggregation of activities must be communicated and coordinated throughout the organization. The organization must perform all activities toward meeting the organizational objectives. 

Source: Brightline,


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