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Strategies are critical elements in organizational functioning. Although most organizations have good strategies, a successful strategy implementation still becomes a major challenge. Despite the clear importance of this management area and the apparent problems associated with its execution, it has however, been substantially neglected by industries. The objective of the study is to determine the barriers of strategy execution in food combining startup business, by focusing on vision barrier, leadership barrier, process barrier and people’s behaviour barrier. The study constitutes the review of theoretical and empirical literature relevant to the subject. The key barriers to strategy execution were identified and discussed; which include vision barrier, leadership barrier, process and resources barrier, as well as people’s behaviour barrier. The research was compiled from theoretical, conceptual and empirical review of literature; and a summary as well as conclusion were drawn. Translation of vision to clear objective and aligning it to strategy is still a big challenge. In addition to leader’s role of communicating strategy to the employee; leadership style, approach and perceptions are also critical to implementation. Unable to adopt the best approach with a given type of strategy and using the best communication tactic implementation would likely lead to failure. Aligning process resources, structures and program in the implementation of strategy is also critical to implementation failure, to which a problem is likely occurred. Moreover, individual’s behaviours determine if the strategy will be implemented or not. Individuals must be assigned to duties that motivate them; otherwise, they will not be committed to the organization operations. The author recommends that specific studies be conducted on the effective tools to measure and control performance, so that it could help overcoming barriers of strategy execution.

IMPLEMENTATION OF MCKINSEY 7S MANAGEMENT STRATEGY CONCEPTS FOR STARTUP BUSINESS: FRUIT COMBINING