This essay, in part, is set out to investigate how, and to what extent Richard Branson's strategic methods relates to De Wit and Meyer's (2004) description of generative reasoning perspective and rational reasoning perspective. An analysis-based comparison between generative reasoning perspective and rational reasoning perspective will present arguments on how the methodologies between the two types of strategic thinking perspectives fuels the debate over which approach to strategy may not only more effective, but also correlates to Branson's own strategic thinking method.
Secondly, a discussion on whether Richard Branson is a characteristic "design thinker" as described by Liedtka will be put forth as well as an examination as to what extent Branson fits the characteristics of a "design thinker".
Finally, a descriptive analysis of the three reasoning perspectives (generative / rational / design thinking) will show the underlying characteristics of each strategy and how with the use of significant theoretical models will help elaborate the relationship that each possess communicatively.
To understand the assumptions and characteristics involved with the generative reasoning perspective (GRP), one must first define it. In the GRP, emphasis is placed on the "wicked" nature of strategic problems (Rittel, 1972; Mason and Mitroff, 1981). It is argued that strategic problems cannot be easily and objectively defined, but that they are open to interpretation form a limitless variety of angles (De Wit and Meyer, 2004). This view on GRP brings up various distinctive traits which are associated with how one may categorize it.
With the use of Table 1 (Appendix 1), characteristics on GRP can be recognized. With this informa ...