Abstract:

Today’s  firms  are  residing  in  a  hypercompetitive  environment  in  which  operational  supremacy undisputedly is a fulcrum of competitiveness. However, under tough competitive circumstances posed by globalized  business  milieu  achieving  this  end  apparently  requires  a  comprehensive  and  systematic approach to understand and strategize operation in a superior way.  This means operation and strategy must be intertwined, co-formulated and co-implemented. Logically only in this way firms are enabled to outperform rivals and create an operational hegemony. Despite this notion, management literature is suffering from a gap in its body of operational knowledge. This gap is an interdisciplinary deficiency and exists between modern dynamic theory of strategy and operational management. Although over past years a couple of authors have tried to develop models to clarify and articulate strategic operational planning and link operation and strategy from a boarder perspective but prior research lament the absent of a dynamic theory for operational strategy in order to harmonizing operation with modern theory of strategy and illuminating a new avenue towards the operational competitiveness. This paper is designed to address this context and aims to narrow this gap through theoretical analysis and proposing a conceptual model based on an intensive holistic literature review. The model builds upon operational logic and its embedded-ness in strategy and then expands into the dynamism of today’s business landscape by offering a cyclic view of activities. Thus, this paper is a conceptual explanatory research study that follows a simple approach to develop a theory for understanding the dynamicity of operational strategy.