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Authors Profile Dr. A Nag is currently a strategy consultant and teaches strategic management, strategic marketing and international business strategy in various institutes. He is a PhD in Economics from Jadavpur University, Kolkata. He was an Assistant Professor, BITS Pilani, and then Associate Professor, XLRI, Jamshedpur. Dr Nag moved to the industry and joined MMTC as Economic Advisor (Metals) and then moved to line functionsfirst as GM and later as Chief General Manager, Metals Division. Subsequently, he joined Hindalco Industries as Advisor (Commercial). Later, he became the Director of Nihon Ispat Pvt. Ltd. He subsequently returned to academics as Senior Professor, Strategy Area, IMM, New Delhi, and later served as Director (Research and Consultancy) in the same institute. He has also been a visiting faculty at IIFT, IIT (Delhi) and Western International University, USA. A prolific writer, Dr Nag has contributed many papers and articles in national and international journals and has published a number of books on management, marketing and strategy. Peer Reviewed by: Dr. Narendranath Menon has been a Senior Faculty member at the Institute of Public Enterprise at the postgraduate level. Earlier, he retired as a professor from the Department of Business Management, Osmania University. His areas of interest include Strategic Management, in which he has handled several courses. He has published several articles in different journals. In House Content Review Team Dr. Sudhakar G. P HOD, Department of Management Studies SMU DDE Shubha. P Assistant Professor, Department of Management Studies SMU DDE
Contents
Unit 1 Understanding Corporate Strategy Unit 2 Strategic Management Process Unit 3 Business Policy, Strategic Management and Business Continuity Planning Unit 4 Corporate Strategy and Corporate Governance Unit 5 Corporate Mission, Objectives and Responsibility Unit 6 Internal Competences and Resources Unit 7 External Environmental Factors Unit 8 Stability Strategies 193221 163192 133162 103131 75102 4773 1946 118
Contents
Unit 9 Strategy for Managing Change Unit 10 Expansion Strategies Unit 11 Industry and Competition Analysis Unit 12 Selection and Activation of Strategy Unit 13 Implementation: Structures and Systems Unit 14 Implementation: Functional and Operational Unit 15 Implementation: Behavioural and Values Unit 16 Strategy Evaluation and Control 435464 405433 375404 345374 313343 279312 249278 223248
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Course Objectives
At the completion of this course, the student will be able to explain corporate strategy, its definition and nature. The student will be able to describe the corporate strategy in different types of organizations, as well as differentiate between policy, strategy and tactics, between strategic planning and strategic management, and corporate strategy and corporate governance. The student will be able to analyse strategy and its various aspects. Specifically, the student will learn to: discuss corporate strategy, its definition and nature and the strategic management process define corporate mission and corporate vision, as well as corporate philosophy analyse the major factors of environment that impact a business This book, Strategic Management and Business Policy comprises 16 units that cover various aspects of strategic management. Unit 1 - Understanding Corporate Strategy: This unit discusses corporate strategy, its definition and nature, as well as its levels in an organization. Unit 2 - Strategic Management Process: This unit gives an overview of the strategic management process in terms of different approaches, levels in SMP, planned or intended and realized strategies, the people involved, roles of the chief executive, board of directors and consultants, among others. Unit 3 - Business Policy, Strategic Management and Business Continuity Planning: This unit deals with the difference between policy, strategy and tactics, between strategic planning and strategic management. It discusses the benefits and limitations of strategic management, explains the role of business ethics in strategic management and describes business continuity planning. Unit 4 - Corporate Strategy and Corporate Governance: This unit explains the conceptual difference between corporate strategy and corporate governance, and discusses the growing importance of corporate governance. Unit 5 - Corporate Mission, Objectives and Responsibility: This unit define what is business, explains the terms corporate mission and corporate vision, as well as corporate philosophy. It also discusses the corporate objectives and goals of a company. Unit 6 - Internal Competences and Resources: This unit defines the competence of an organization and the various types of competences.
Sikkim Manipal University Page No. (ix)
Course Objectives
Unit 7 - External Environmental Factors: This unit analyses the major factors of environment that impact a business, explains the techniques of environmental scanning and discusses environment forecasting. Unit 8 - Stability Strategies: This unit discusses the concept and meaning of stability strategies, analyses the portfolio model the BCG, and differentiates among four generic strategies and modern modifications. Unit 9 - Strategy for Managing Change: This unit analyses corporate restructuring as a strategy, diiscusses restructuring in the Indian corporate sector and the corporate turnaround strategy. Unit 10 - Expansion Strategies: This unit highlights alternative expansion strategies, analyses different diversification strategies and focuses on joint venture and issues involved in it. Unit 11 - Industry and Competition Analysis: This unit discusses the different industry types and structures, analyses industry structure and competitive strategy and shows how to conduct industry analysis. Unit 12 - Selection and Activation of Strategy: This unit analyses the process of strategy choice or selection and discusses strategy selection factors or criteria. Unit 13: Implementation: Structures and Systems This unit discusses the structure of an organization and various structural types and the concept and tool of the virtual organization. Unit 14 - Implementation: Functional and Operational: This unit discusses the issues related to functional implementation and operational implementation of strategy. Unit 15 - Implementation: Behavioural and Values: This unit analyses the role of leadership in strategy implementation, discusses the role of organizational culture in implementation of strategy and focuses on the role of business ethics and values in implementation. Unit 16 - Strategy Evaluation and Control: This unit discusses the evaluation and control process in an organization and identifies the evaluation and control criteria: pre-implementation and post-implementation.