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1: Introducing Strategy
1-2Exploring Corporate Strategy 8e, © Pearson Education 2008
Learning Outcomes (1)
Understand the characteristics of strategic decisions and what is meant by strategy and strategic management, distinguishing them from operational management
Understand how strategic priorities vary by level: corporate, business, and operational
Understand the basic vocabulary of strategy
1-3Exploring Corporate Strategy 8e, © Pearson Education 2008
Learning Outcomes (2)
Understand the three key elements of the Exploring Corporate Strategy strategic management model
Understand the kinds of people involved in strategy – managers, in-house specialists and strategy consultants – and the work they do
1-4Exploring Corporate Strategy 8e, © Pearson Education 2008
What is Strategy?
Strategy is the direction and scope of an organisation over the long term, which
achieves advantage in a changing environment through its configuration of
resources and competences with the aim of fulfilling stakeholder expectations.
1-5Exploring Corporate Strategy 8e, © Pearson Education 2008
Characteristics of Strategic Decisions
Long-term direction
Scope of an organisation’s activities
Competitive advantage
Strategic fit with business environment
Organisation resources and competences
Values and expectations of power players
1-6Exploring Corporate Strategy 8e, © Pearson Education 2008
Implications of Strategic Decisions
Complexity
Uncertainty
Operational decisions
Integration
Relationships and networks
Change
1-7Exploring Corporate Strategy 8e, © Pearson Education 2008
Levels of Strategy
Operational strategy
Business-level strategy
Corporate-level
strategy
1-8Exploring Corporate Strategy 8e, © Pearson Education 2008
What is a Strategic Business Unit?
A strategic business unit (SBU) is a part of an organisation for which
there is a distinct external market for goods or services that is different
from another SBU.
1-9Exploring Corporate Strategy 8e, © Pearson Education 2008
Vocabulary of Strategy
Mission
Vision
Goal
Objective
Strategic capability
Strategies
Business model
Control
1-10Exploring Corporate Strategy 8e, © Pearson Education 2008
Vocabulary of Strategy: Nokia
Vision/Mission
Connecting is about helping people feel close to what matters. Wherever, whenever, Nokia believes in communicating, sharing, and in the awesome potential in connecting the 2 billion who do with the 4 billion who don’t.
1-11Exploring Corporate Strategy 8e, © Pearson Education 2008
Vocabulary of Strategy: Kingston University
Mission
To promote participation in higher education, which it regards as a democratic entitlement; to strive for excellence in learning, teaching, and research; to realise the creative potential and fire the imagination of all its members; and to equip its students to make effective contributions to society and the economy.
1-12Exploring Corporate Strategy 8e, © Pearson Education 2008
What is Strategic Management?
Strategic management includes understanding the strategic position of a organisation, making strategic
choices for the future, and managing strategy in action.
1-13Exploring Corporate Strategy 8e, © Pearson Education 2008
Exhibit 1.3 The Exploring Corporate Strategy Model
1-14Exploring Corporate Strategy 8e, © Pearson Education 2008
What is Strategic Position?
Strategic position is concerned with the impact on strategy of the external
environment, an organisation’s strategic capability and the expectations and
influence of stakeholders.
1-15Exploring Corporate Strategy 8e, © Pearson Education 2008
Strategic Position
The Strategic Position
Environment
Culture
PurposeCapability
1-16Exploring Corporate Strategy 8e, © Pearson Education 2008
What are Strategic Choices?
Strategic choices involve understanding the underlying bases
for future strategy at both the business unit and corporate levels
and the options for developing strategy in terms of both the directions and methods of
development.
1-17Exploring Corporate Strategy 8e, © Pearson Education 2008
Strategic Choices
Strategic Choices
Business-level
Innovation
InternationalCorporate-
level
Evaluation
1-18Exploring Corporate Strategy 8e, © Pearson Education 2008
What is Strategy in Action?
Strategy in action is concerned with ensuring
that strategies are working in practice.
1-19Exploring Corporate Strategy 8e, © Pearson Education 2008
Strategy in Action
Strategy in Action
Processes
Changing
ResourcingStructuring
Practice
1-20Exploring Corporate Strategy 8e, © Pearson Education 2008
Research Approaches to Strategy
Content Process
1-21Exploring Corporate Strategy 8e, © Pearson Education 2008
Perspectives on Strategy
Complexity Theory
Discourse
Strategy-as-Practice
1-22Exploring Corporate Strategy 8e, © Pearson Education 2008
Strategy Lenses
Strategy as design
Strategy as experience
Strategy as ideas
Strategy as discourse
1-23Exploring Corporate Strategy 8e, © Pearson Education 2008
Exhibit 1.i Design Lens
1-24Exploring Corporate Strategy 8e, © Pearson Education 2008
Exhibit 1.ii Experience Lens
1-25Exploring Corporate Strategy 8e, © Pearson Education 2008
Exhibit I.iv Idea Lens
1-26Exploring Corporate Strategy 8e, © Pearson Education 2008
Exhibit I.v Discourse Lens
1-27Exploring Corporate Strategy 8e, © Pearson Education 2008
Case Example: Electrolux
Review the strategic choices Electrolux has?