Remember - rational approach is considered too "top down" and inflexible for modern, fast-moving environments, and less conducive to more ambitious strategies based on stretch.
Think of flexibility, closeness to the customer, swiftness of decision making etc. If your competitive strategies are based on these, it is not very compatible with the rational approach. It is very similar to the waterfall approach in software development and has many of the same weaknesses. Mintzberg 1994 argues that such rigidity discourages innovation.
Don't forget the usefulness of some elements of strategic planning.
Decision making should be based on the availability of appropriate data to support that decisioin. When selecting a strategic option, justification should be clear based on the analysis phase.
Any decision should contribute to achieving the organisation's objectives - when selecting a strategic option, there should be a clear understanding of how it will help to achieve the long-term objectives of the organisation
The link between analysis and choice should be clear. It is a useful device for visualising the relationship between the different stages of the process.
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