ABSTRACT
In business education we hear of the relevance of military strategy and tactics to the way we plan our businesses or organisations. Increasingly successful outcomes are more about love (for our customers) than war (with our enemies). Most organisations have to compete against international competitors with inferior resources. Tomorrow’s markets and industries will be more and more global. The success of businesses will depend on business vision and the ability to achieve lasting competitive advantage.
In the battle of Bannockburn in 1314 (and to a lesser extent Stirling Bridge in 1297) we have outstanding examples of excellent competitive strategy and successful execution. The section on Bannockburn is followed by a case study on the spectacular success of The Famous Grouse; building competitive advantage over the mighty Diageo through brave decisions to change the game and secure global leadership in premium blended Scotch whisky.
