ABSTRACT
This chapter, using the examples of companies such as Apple, Inc. and Amazon.com, and also the relevant theoretical postulates, suggests the answer to the questions “what is strategy?” and what is the difference between “business strategy” and “corporate strategy”. Strategy is formed in terms of two aspects: determining the company’s market positioning aimed at its distinction in a competitive range; and determining the approach to customer value formation with the purpose of complete satisfaction or outrating the customers’ expectations. Consequently, strategy creation is concentrated on two stakeholders, that is, the company’s customers and competitors. The iPhone differentiation strategy also stated a high value-based price that enabled to generate a considerable profit. The essence of Amazon’s strategy, with the help of which it differentiates itself in the competitive range, is innovative decisions, customer centricity, attractive prices, various goods, and convenient services.
