Denition of Strategy!
Strategy is the direction and scope of an organisation over the long term, which achieves advantage in a changing environment through its conguration of resources and competences with the aim of fullling stakeholder expectations.!
1 !
Strategic decisions!
Exhibit 1.1!
2 !
" Operational!
" How different parts of organisation deliver strategy!
Exhibit 1.2!
3 !
The Vocabulary of Strategy! " " " " Mission overriding purpose! Vision/strategic intent desired future state! Goal general statement of aim or purpose! Objective quantication or more precise statement of goal! " Strategic capability resources, activities and processes! " Business model how product, service and information ow! " Control monitoring of action steps !
Managing existing resources! Developing new resources! Operating within existing strategy! Ambiguous/uncertain! Operationally specic! Long term! Day to day issues!
4 !
Exhibit 1.3!
5 !
Strategic Choices!
" Bases of competitive advantage at business level! " Scope of activities at corporate level!
" Portfolio! " Market spread, e.g. international! " Value added by corporate parent (parenting)!
6 !
1990s!
Manufacturing/# Manufacturing physical product often augmented with Service service, brand image for competitive advantage. Services Organisations! no physical product, competitive advantage based on intangibles!
7 !
Exhibit 1.4!
" E-Commerce!
" Speed and direction of technology change! " Expectations about how to do business! " E-commerce capability! " Service small markets!
8 !
Exhibit I.i!
9 !
Exhibit I.ii!
Simple rules!
Source: Reprinted with permission from Harvard Business Review. Adapted from K.M. Eisenhardt and D.N. Sull, Strategy as simple rules, January 2001, Copyright! 2001 by the Harvard Business School Publishing Corporation, all rights reserved.!
Exhibit I.iii!
Exhibit I.iv!
10 !
Exhibit I.v!
11 !