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What Is Strategy and Why Is It Important?
Screen graphics created by: Jana F. Kuzmicki, Ph.D. Troy State University-Florida and Western Region
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Chapter Roadmap
What Is Strategy?
Identifying Strategy Strategy Strategy
a Companys Strategy
and the Quest for Competitive Advantage Is Partly Proactive and Partly Reactive and Ethics: Passing the Test of Moral Scrutiny
Business Model
What Makes a Strategy a Winner?
Outcomes
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Core Concept
A companys strategy consists of the competitive moves and business approaches that managers employ to attract and please customers, compete successfully, grow the business, conduct operations, and achieve targeted objectives.
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What Is Strategy?
Consists of the combination of competitive moves and
Compete Grow
the business
Achieve
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targeted objectives
market conditions
How to outcompete rivals How to grow the business
Strategy is HOW to . . .
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Evolving
Technological
Shifting
breakthroughs
market conditions
Crisis
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situations
to issues of
Ethical and moral standards address What is the right thing to do?
Does not entail actions and behaviors that cross the line from can do to should not do and unsavory or shady and Allows management to fulfill its ethical duties to all stakeholders
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this business?
Is
resulting earnings streams and ROI indicate the strategy makes sense and the company has a viable business model for making money?
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PERFORMANCE TEST
Does
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strategy
Degree of risk the strategy poses as compared to
alternative strategies
Degree to which the strategy is flexible and adaptable to
changing circumstances While these criteria are relevant, they seldom override the importance of the three tests of a winning strategy!
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ultimate success or failure more fundamentally than how well its management team
Charts the companys direction, Develops competitively effective strategic moves and business approaches, and Pursues what needs to be done internally to produce good dayin/day-out strategy execution
Excellent execution of an excellent strategy is the best test of managerial excellence -- and the most reliable recipe for winning in the marketplace!
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