Chapter

The Firm

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.003.0019
 The Firm

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Following the understanding of the market, the strategic audit focuses on the firm itself. Using the examples of British Airways and Benetton, this chapter illustrates how a deep understanding of the firm's distinctive capabilities and strategic assets defines its corporate strategy and describes the business it should be in.

Keywords: Benetton; British Airways; corporate strategy; distinctive capabilities; firms; strategic assets; strategic audit

Chapter.  6928 words.  Illustrated.

Subjects: Microeconomics

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