Purpose -Researchers are keenly searching methods of analyzing, developing and implementing multi-focused strategies. This is a challenging task because they are quite difficult to structure and, therefore, to assimilate. This study aims to present a new method that can be used further to assist decision-makers in analyzing, evaluating and structuring strategies. Design/methodology/approach -In this constructive case study, an illustrative sand cone model of the different levels and their relative importance ratings is developed using the AHP method. In total, 21 experts in strategies and tactics were involved in the three-stage model development process. Findings -With the help of this visualization model, implementation of a multi-focused strategy in the case study organization was found to have a better fit for strategic decision making. Originality/value -This is a unique research paper.

Nowadays dynamic capabilities, sustainable competitive advantage and competition are normal elements in today's business world. Organizations are constantly trying to survive in competition. This study is building a model which aims to clarify competitive advantage from the point of organization and its' individuals. This study is based on constructive method and as a result Model of excellence is build. This model consists two separate sections; value-driven and norm-driven. This model is going to clarify how organizations are able to gain competitive advantage in turbulent environments. Model is also one tool for dynamic capabilities and it can be used for assessing organizations' maturity. Model of excellence emphasizes the role of individuals for building and maintaining sustainable competitive advantage. Case study is also included. This study reveals how to use model of excellence in the field of project management. Case study shows how project management roles can be implement in Model of excellence.