Successful enterprises pursue strategies, which are unique and for this reason cannot easily be imitated by competitors. Such strategies are based on a smart combination of various strategic variables. These variables are the result of the characteristic questions of strategy development: Who are our customers? What are our products and services? How are these products and services provided? The handling of a vast amount of strategic variables requires a systematic approach. Therefore we introduce a method which combines characteristics of strategic variables on a discursive way which leads to coherent and promising strategy alternatives. Hence we solve another problem in the context of strategy development: We provide alternatives which are often omitted in practical experience due to time constraints. To overcome the limits of usual thinking - next to things being “en vogue” in industry - and to make substantiated decisions alternatives are necessary.
