Strategic Dissonance

Strategic dissonance is what Praxim is facing. Their implied strategic intent has always been to build the best relationships of any PC supplier with corporate clients. They appear to do this better than their competitors do. However, they have also been happy to take profits off the top end of the consumer market. Now that profits are falling, and the consumer division is to blame, there is a conflict between their mission, and what actually needs to be done to survive let alone grow. CEO Jack Thompson has already made the decision to rethink the firm's strategic vision. His recruitment of Linda Marcus makes it plain that he is willing to significantly alter the goals of the consumer division, and drastically change its position within the company.…