Chapter

The Structure of Strategy

John Kay

in Foundations of Corporate Success

Published in print April 1995 | ISBN: 9780198289883
Published online November 2003 | e-ISBN: 9780191718205 | DOI: http://dx.doi.org/10.1093/019828988X.003.0001
 The Structure of Strategy

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There is a fundamental difference between wish‐driven strategies and strategies based on the effective match between external relationships of the firm and its own distinctive characteristics. The case for the latter is made through the contrast of three stories of business success and three stories of business failure. Business success requires an adaptive and opportunistic strategy, which nevertheless remains rational, analytic, and calculated.

Keywords: adaptation; BMW; corporate strategy; firms; Glaxo; Honda; opportunism; relationships; Saatchi & Saatchi

Chapter.  7466 words. 

Subjects: Microeconomics

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