ABSTRACT
This chapter provides an in-depth account of business-level strategies that are critical for a firm’s success in its product–service market domains. It is important to understand what factors must be taken into consideration during strategy formulation and their roles in guiding the organization toward success. Note that strategies are formulated and implemented based on environment scanning so there is a link between the environment and strategy formulation at the business level. The chapter provides a detailed account of what constitutes a good strategy and describes positioning and generic strategies and their roles in creating a sustainable competitive advantage.
