4. Strategy
We speak of "IS strategic alignment" as if the strategy pre-existed the IS, but their relationship is dialectical: if a strategy, which guides action, is matched by an IS that effectively enables this action, the possibilities offered by the IS in turn condition the action and therefore the strategy itself. Alignment must therefore be mutual.
4.1 Strategy and semantics
A company's strategy is expressed in terms of product range, market segment, technical choices – - in short, "positioning". The strategist's only tool is his or her word, backed by the legitimacy of his or her position, when it comes to changing positioning or, what amounts to the same thing, making trade-offs and indicating priorities.
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