QS Study

Strategic intent can be thought of as a “big, hairy, audacious goal” or BHAG that generally takes a long time to achieve (maybe even as long as 20 or 30 years). It is a statement, which provides a perspective of the means, which will lead the organization, reach the vision in the long run. The strategic intent of a large company may be industry- leadership on a national scale.

The strategic intent of a small company may be to dominate a market niche. It is very significant for the future growth and achievement of the enterprise, irrespective of its size and nature. It serves to inspire, motivate, and provide clear direction to stakeholders such as employees, investors, and customers. Strategic Intent drives organizations, individuals, and groups to meet the challenge of change in business today.