Authors: Rob Dransfield
Paperback: 120 pages
Readers in India:
This is a concise, introductory undergraduate level textbook on Corporate Strategy in the series Studies in Economics and Business. It consists of nine chapters.
Chapter 1 gives a brief outline of the nature of corporate strategy.
Chapter 2 shows how strategies need to be shaped by the past successes of an organization.
Chapter 3 outlines procedures involved in scanning the external environment of the organization to outline key changes in the wider political, economic, social, technological, legal and environmental influences as well as in the competitive environment (PESTLE analysis).
Chapter 4 explains the importance of identifying the internal strengths and weaknesses of an organization and the external threats and opportunities facing the organization in helping to formulate strategies (SWOT analysis).
Chapter 5 outlines the importance of defining the purpose and objectives of the organization.
Chapter 6 is concerned with identifying a range of generic and competitive strategies for the organization. It examines a range of major types of strategy which are typical of those being pursued by modern organizations.
Chapter 7 highlights ways in which the organization can implement its strategy and ways in which it can then monitor and evaluate ongoing strategies. It shows that, in a dynamic business environment, the strategy that emerges may be different from what was originally planned.
Chapter 8 examines ways in which managers can plan strategic change in an organization and overcome the barriers which exist.
Chapter 9 identifies globalization as a key strategy that is being pursued by many large organizations today - both as a means of expanding their sphere of interests and profits, and as a means of defending against the actions of competitors.
These chapters are followed by 11 short (one-page) case studies with discussion points focusing on key learning points.
A good short book (just 120 pages !) to start with for a quick overview of what corporate strategy is all about.