The Value and Use of Concept Maps in the Alignment of Strategic Intent

The paper explores the value and use of Concept Maps in the alignment process of the strategic intent of a business. The success of strategy is often determined by a leader’s ability to translate sophisticated strategic intent into simple, actionable language and to cascade this to every level in the organization to ensure alignment. To determine the success of the communication and level of alignment between the various hierarchical levels with regard to vision, mission and strategic objectives, concept maps were used. Five case studies are presented where a computer-based concept-mapping tool, CmapTools, was applied for the visual representation and measurement of strategic alignment amongst three hierarchical levels (CEO, Executive team and Employees) of co-operative wine cellars in the Paarl district of South Africa. The results of the empirical research clearly indicated a serious misalignment of strategic intent amongst all hierarchical levels and amongst each section of strategic intent. Concept maps and CmapTools proved to be invaluable tools to determine the degree of alignment with regard to strategic intent.