Strategic alignment is considered an elusive goal for many companies because it involves aligning all elements of a business, including the market strategy and the way the company is organized, to best support the fulfillment of its long-term purpose. This is challenging because while a company's purpose generally doesn't change, strategies and organizational structures do. Therefore, maintaining alignment between strategy and the organization can feel like chasing an elusive will-o'-the-wisp.
Lack of strategic alignment is one of the key reasons why businesses fail to meet their objectives....
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