Chapter 1
Chapter 1
LEARNING OUTCOMES
proactive strategy
elements that are planned;
emergent strategy
consists of reactive strategy
elements that emerge
as changing conditions
warrant
A COMPANY’S STRATEGY AND ITS
BUSINESS MODEL
WHAT MAKES A STRATEGY A WINNER?
A winning strategy must pass three tests:
1. The Fit Test: Internal Fit, External fit, Dynamic
fit.
2. The Competitive Advantage Test: Is the
strategy helping the company achieve a
sustainable competitive advantage?
3. The Performance Test: Is the strategy
producing good company performance?
WHY CRAFTING AND EXECUTING
STRATEGY ARE IMPORTANT TASKS
END OF CHAPTER 1
References
Thompson, A. A., Strickland III, A. J. and Gamble,
J. E. (2010). Crafting & Executing Strategy: The
Quest for Competitive Advantage, Concepts and
Cases (17th ed.). NY: McGraw-Hill Irwin.