An intended strategy is the plan at the beginning.  A realized strategy is how it worked out at the end.  The two are often different because the intended strategy may be of poor quality, or competitors may bring pressure that requires changes in strategy.  There may be other influences, also, that cause the strategy as actually implemented to be different from what was originally planned.

Dear Ghazi,

A recent research study (Rose, & Cray, 2013) highlighted that for managers engaged in developing and executing strategies, strategy should be thought of as a verb rather than a noun. Since strategy is a living, evolving conceptual entity, strategic plans should be dynamic documents that allow for considerable flexibility. This approach should also be reflected in the structures put in place to monitor and modify strategic plans; flexibility is desirable, even necessary, but it should occur within a set of parameters that provide guidance to managers, and these will increasingly include those at lower levels of the organization, who must contend with shifts in contextual factors.

The authors also argued that the most important thing is to realize that the distinction between intended and realized strategy as two static states is essentially false. The initial and final states are linked by processes that can be identified and managed. When the final shape of a realized strategy remains what was planned years earlier, this is very seldom because of superior foresight or unchanging conditions; it is because the original plan anticipated and included the necessary flexibility!

• Rose, W. R., & Cray, D. (2013). The Role of Context in the Transformation of Planned Strategy into Implemented Strategy. International Journal Of Business Management & Economic Research, 4(3), 721-737.

Hope this helps!

Nadeem

Intended marketing strategy is what the organization wants to happen; it is the organization's planned strategic choice. Realized marketing strategy is the strategy that actually takes place.

The difference between the intended and realized strategy is more often than not the result of the way the intended marketing strategy is implemented.

Thanks all for your contributions