STRATEGIC ISSUE

Strategic Issue

Contents

2. External Analysis4

3. Two strategic issues facing Air NZ5

4.1 Internal Analysis5

4.1.1 Strategic Tool 15

4.1.2 Strategic tool 28

4.2 External Analysis10

4.2.1 Strategic tool 110

4.2.2 Strategic tool 212

Reference List15

Multiple perspective Analysis

The Multiple Perspectives Approach is presented here as a framework for analysing messy social systems. From a systems perspective, the approach is holistic and comprehensive. However, it is a philosophy more than a method, and thus a challenge to use in practice. To date, the authors have been involved in its application to two multidimensional South African social systems. In the process, much frustration was experienced, but a large amount of learning also occurred, the essence of which will be reported here.

The Multiple Perspectives Approach, with some operational guidance added, is believed to have value as a general systems analysis framework, but in particular for use on messy social problems. In this respect, it could be applied to analyse the difficult social context in which information systems are introduced in developing countries.

The main challenge posed in this paper is that of applying the Multiple Perspectives Approach (MPA) in practice. It has been identified as a new and promising approach for studying messy social systems (Mitroff and Linstone 1993, Courtney 2001).

When the authors first attempted to apply it (Turpin 2006, Meyer et al 2007), it was found to lack practical guidance as to its use. In the two studies reported on, several methods have been tried and evaluated that could be used in its application.

The areas of the MPA that lacked most clarity as to its application were the Ethical and Aesthetical perspectives as well as perspective synthesis. Of the studies discussed below, the first resulted in a possible means to deal with the Ethical perspective, and the second study with suggestions to capture the Aesthetical perspective and perspective synthesis.

The Multiple Perspectives approach to problem solving is introduced by Mitroff and Linstone (1993). It is based on what they call unbounded systems thinking, namely “sweeping in” as many perspectives as possible on a situation when analysing it. This approach is introduced to decision support system practitioners by Courtney (2001), who uses it as a basis for a new paradigm in decision support. Courtney's work has attracted significant interest, as can be seen in e.g. Cil et al (2004), Chae et al (2005), Hall et al (2005), Hall and Davis (2007) and Petkov et al (2007).

The Multiple Perspectives approach is believed to be attractive for two reasons. Firstly, its underlying philosophy is well expressed and very satisfactory from a systems point of view. It attempts to incorporate the methods of inquiry of four philosophical schools, namely the inductive-consensual school, represented by Locke, the analytic-deductive school, represented by Leibniz, the multiple realities school, represented by Kant, and the dialectic school, represented by Hegel. These schools of inquiry are integrated and enriched by what Mitroff and Linstone (1993:90) introduce as Unbounded Systems Thinking (UST), based on Singer's and Churchman's work that refers to the interrelatedness and inseparability of all ...