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Let us say you have drafted a five year strategy a couple of years back and then you discovered that your strategy is failing you especially being in a developing market such as the Middle East. Would you scrap your strategy, stick to it or modify it and how?
Depends.
If you're one quarter behind it's not that big and issue giving how volatile the global economy is as of now.
If the strategy isn't working for a long period of time, one should see if there are any loopholes in the execution and delivery.
There are numerous factors that need to be affirmed to ensure we steer the strategy itself given due time and effort was spent on thinking about it beforehand.
