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 based on environment

scanning so there is a link between the environment and strategy formula-

tion at the business level. This 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.