The model describes the following:The vertical axis measures the degree to which strategy either produces profit-maximising outcomes or deviates to allow other possibilities to intrude.
The horizontal axis considers processes, reflecting how far strategies are the product of deliberate calculation or whether they emerge by accident, muddle or inertia.
Whittington defines the quadrants as follows:
CLASSICAL - the oldest and still the most influential relies on the rational planning methods dominant in the textbooks.
PROCESSUALISTS - emphasize the sticky imperfect nature of all human life, pragmatically accommodating strategy to the fallible processes of both organisations and markets.
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