Question

Using Mintzberg and Water’s framework, evaluate and describe the origin of Hooters’ strategy.

Answer 1

As per Mintzberg and Water’s framework Hooter’s strategy, when it was conceived, was in the continuum whose two ends were deliberate strategies and emergent strategies.

The six businessmen who started Hooters adopted an approach that promised an edgy and risqué based value proposition to its patrons. This strategy was adopted keeping in mind the need to lure male customers who were seeking fun times with their friends.

Hooter’s strategy was perfectly deliberate. The intentions of the six businessmen who started Hooters were precise and the intention was tangibly articulated. This helped all the stakeholders to know what was desired and expected from their actions. At the organizational level at Hooters there was the presence of collective action. This helped to ensure that everyone was aware of the fact that the actions and intentions of Hooters were organizational. Most importantly the collective intentions of the six founders were realized as it had been originally intended.