Strategy execution is the process of translating strategic plans into coordinated actions that achieve organisational objectives. While organisations may formulate excellent strategies, successful execution remains one of the most difficult aspects of strategic management. In the contemporary business environment, rapid technological advancements, global competition, changing customer expectations, sustainability concerns, and geopolitical uncertainties have made strategy execution increasingly complex. The gap between strategic intent and actual performance often arises due to organisational, cultural, technological, and leadership-related challenges. One of the most significant challenges is resistance to change. Employees often perceive strategic changes as threats to their existing roles, responsibilities, or job security. Resistance may take the form of reduced commitment, lack of cooperation, or poor adoption of new processes. Organisations implementing digital transformation frequently encounter such resistance. For instance, many traditional banks have faced difficulties in encouraging employees to adopt AI-based customer service platforms and digital workflows despite having clear digital strategies. Leadership alignment is another major challenge. Effective execution requires leaders at all organisational levels to communicate the strategy consistently and demonstrate commitment through their actions. Differences in priorities among senior executives or middle managers often create confusion and delay implementation. A lack of visible leadership support reduces employee confidence and weakens organisational commitment to strategic initiatives. Poor communication of strategic objectives also hampers execution. Employees cannot contribute effectively if they do not understand