ABSTRACT
The literature on strategy can usually be organised into two areas, one focusing on the content of strategy and the other focusing on the process. This chapter examines these aspects of strategy, and by way of conclusion, pulls together what is currently known about strategy types into a comprehensive typology of strategies. Strategy has long been held to be one of the most important areas of management. Firms that pursue a strategy sell a standard product or service to many different mass markets. Firms pursuing this strategy seek to avoid direct competition with global cost leaders by focusing on a particular market segment. Firms using this strategy seek out countries in which market positions are protected by host governments. Many firms that do not have the resources or the skills required to go global, or that seek a tax shelter to offset the profits of other business units, often find this strategy attractive.
