Ideally, planning is a top-down function in which top executives establish business plans and tell others to implement them.

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Historically, planning described a top-down approach in which top executives establish business plans and tell others to implement them. Now and in the future, delivering strategic value is a continual process in which people throughout the organization use their brains and the brains of customers, suppliers, and other stakeholders to identify opportunities to create, seize, strengthen, and sustain competitive advantage.

Ideally, Planning Is a Top-Down Function in Which Top Executives