BUSINESS POLICY AND STRATEGIC MANAGEMENT

Course Code: MBAGM 20301 Credit Units: 04

Course Objective:
The integrative role of all areas of management in business. The prescriptive and descriptive ideas of theorists
practitioners and researchers in the field. The principles of management and their relevance in business. The
methods and techniques of strategic choice and strategic implementation over different industries. Measurement
of performance in various business and effect of strategies. Difference between traditional and contemporary
business management.

Course Contents:
Module I: Value Chain Analysis and Competitive Advantage
Competitive scope and value chain

Module II: Strategic Choice – Traditional Approach

Strategic Alternatives, Various models – BCG, GE Nine Cell Matrix, Hofer’s Model, Strickland’s Grand
Strategy Selection Matrix, SWOT and it’s Impact, Basis of Choice.

Module III: Strategic Choice – Michael Proter’s Approach

Michael Porter’s Model, Generic competitive strategies. Cost advantage, differentiation, technology and
competitive advantage, substitution, competitor, complementary products and competitive advantage
strategic vision vs. strategic opportunism.

Module IV: Offensive and Defensive Competitive Strategies

Industry scenarios, advantages and disadvantages of defensive strategies, advantages and disadvantages of
offensive strategies.

Module V: Strategic Choice (Modern Rules)

Coevolving, patching, strategy as simple rules.

Module VI: Strategic Implementation with special reference to Balanced Scorecard

Operationalizing Strategy, Institutionalizing Strategy, Strategic Control, Balanced Scorecard concepts and
applications.

Examination Scheme:

Components P-1 C-1 CT-1 EE

Weightage (%) 10 10 20 60

Text & References:

Text:
• Jausch & Glueck, 1988, Business policy and Strategic Management, 5th Ed., McGraw Hill.
• Kaplan Robert & Norton David P., 2001, Strategic Focused Organization, 1st Ed., Harvard Business School
Press.

References:
• Pearce John A & Robinson R B, 1977, Strategic Management: Strategy Formulation and Implementation,
3rd Ed., A.I.T.B.S. Publishers & Distributors.
• Aaker David Strategic Market Management, 5th Ed., John Wiley and sons
• Regular reading of all latest Business Journals: HBR, Strategist, Business World, Business India, Business
Today.
• Porter Michael, Competitive Advantage: Creating and sustaining superior performance, Free press.
• Thomson & Strickla D, Business policy and Strategic management, 12th Ed., PHI.
• Munjal, A. Cases and readings in Strategic Management, ABS Handbook.