The sand cone model: illustrating multi‐focused strategies

Purpose – Researchers are keenly searching methods of analyzing, developing and implementing multi‐focused strategies. This is a challenging task because they are quite difficult to structure and, therefore, to assimilate. This study aims to present a new method that can be used further to assist decision‐makers in analyzing, evaluating and structuring strategies. Design/methodology/approach – In this constructive case study, an illustrative sand cone model of the different levels and their relative importance ratings is developed using the AHP method. In total, 21 experts in strategies and tactics were involved in the three‐stage model development process. Findings – With the help of this visualization model, implementation of a multi‐focused strategy in the case study organization was found to have a better fit for strategic decision making. Originality/value – This is a unique research paper.