ABSTRACT
This introduction presents an overview of key concepts discussed in the subsequent chapters of this book. The book explains how to use strategy theory to evaluate whether the firm or organization will be performing, whether the firm or organization will maintain the ability to perform, and what a strategist can do about it. Whatever a strategist does should contribute to an organizational strategy process by which the firm or organization becomes a viable entity that can take part in the environmental survival process. The SWOT analysis is arguably the most used and most popular analytical tool in the strategy field. It is meant to provide an assessment of the environment in terms of opportunities and threats as well as an appreciation of the strengths and weaknesses of the firm. Managers are supposed to know the extent of the match or mismatch between the environment, the firm or organization, and its strategy.
