Business and 
     Marketing Strategies
     Effective strategies in 
      an environment of 
      constant change are 
      a key requirement for 
      success
     Corporate strategy: 
        Deciding on the 
        scope and purpose 
        of the business, its 
        objectives, and the 
        initiatives and 
        resources necessary 
        to achieve the 
        objectives.
                      
       Corporate Strategy
    “Corporate strategy 
      is the way a 
      company creates 
      value through the 
      configuration and 
      coordination of its 
      multi-market 
      activities.”
                      
              Corporate 
              Strategies
       Deciding the Scope
         and Purpose of
          the Business
                Business
                  Objectives
                      Actions and
                        Resources for
                          Achieving 
                            Objectives
                         
           Characteristics of 
         Successful Strategy
       Unique competitive 
        position for the company.
       Activities tailored to 
        strategy.
       Clear trade-offs and 
        choices vis-à-vis 
        competitors.
       Competitive advantage 
        arises from fit across 
        activities.
       Sustainability comes from 
        the activity system not the 
        parts.
     Source:  Michael E. Porter, “What Is Strategy,” Harvard Business Review, November-December
                    1996, 74.
                              
       Operational effectiveness 
        a given.
          Organizational 
               Change
         Vertical
           Disaggregation
                Internal
                  Redesign
                     New
                       Organizational 
                         Forms