Which term refers to strategies that evolve in response to unexpected events that impact an organisation?

• A. Rational model
• B. Emergent approach
• C. Freewheeling opportunism
• D. Logical incrementalism

Answer: (B)

Emergent strategy describes strategies that evolve in response to unexpected events that impact an organisation. When surprises occur—such as sudden market shifts, regulatory changes, or disruptive technology—formal plans can become obsolete. An emergent approach arises from patterns of decisions and actions taken in daily operations, learning from what works, and adapting course accordingly. Over time, these learned responses crystallize into the strategy the organisation actually follows, even if it wasn’t the initial plan. This contrasts with a rational, top-down planning mindset that assumes complete information and deliberate design, which struggles when surprises force a rethink. Incrementalism focuses on small, deliberate steps, but emergent strategy specifically captures the way strategy can develop from real-world responses to unforeseen events.