ABSTRACT
Examine the meaning of corporate strategy Consider the main stages in the strategy process Appraise the role of stakeholders in the development of strategy Apply key analytical management techniques, such as PESTLE and, SWOT analyses Evaluate approaches to creating an organization which is able to deliver business
strategy
This chapter provides a context for the third part of the book. The theme is the purpose, scope and long-term direction of the organization – in short, corporate strategy. The chapter itself is divided into four sections. The first provides an overview of the strategy process and examines how organizations define their purpose. The second section sets the scene for the following chapters, in that it considers environmental analysis as a key aspect of strategy formulation and implementation. It is here that a number of important analytical management techniques, such as PESTLE and SWOT analysis, are introduced. The third section deals with choice of strategy and the fourth considers alternative views of how strategy is formulated.
