The emerged strategy is the actual outcome of the intended one, and expresses the allocation of tasks and responsibilities, everyday routines and internal processes (Johnson et al, 2008).
Applied to the Eden Project, Tim Smith, who is the founder and innovator of the whole concept Eden Project came up with an innovative idea and developed an intended strategy with the focus on sustainability, uniqueness, education and entertainment. His leadership and innovativeness became the basis of the Project, which developed over the years.
First opened in 2001, the project was still in its infancy and the management and team followed the principal learning by doing”, since there was no comparable project. They all developed their daily routines and by doing so, the actual strategy emerged. This process is called “logical incrementalism”, which means adding little pieces to the routines step by step (Johnson et al, 2008).
Furthermore the Eden Project uses a diversification strategy, since they keep trying to be innovative and constantly develop new product offers. An example are the development of the new educational building “The Core” and the “The Edge”, or the offer of cultural activities like concerts and congresses.
Moreover the different expectations of the stakeholder influence the executed strategy of the Eden Project. These expectations vary quiet a lot; therefore it is a