What does strategic dissonance refer to?

Strategic dissonance specifically refers to the disconnect that can occur between a company's intended strategy and its actual performance outcomes. When this disconnect exists, it signals that the strategic plan may not be effectively translating into successful results, which can happen for a variety of reasons such as inadequate market understanding, misalignment of resources, or ineffective implementation techniques.

Understanding this concept is crucial for organizations, as it highlights the need for regularly assessing and adapting strategies to ensure alignment with market realities and performance objectives. While internal conflicts during operational execution, alignment of goals across departments, and resistance to new strategies are relevant issues in the broader context of strategic management, they do not capture the specific essence of strategic dissonance, which focuses explicitly on the gap between strategy formulation and performance results.