1. Introducing Strategy

2. Learning Outcomes (1)
Understand the characteristics of strategic
decisions and what is meant by strategy
and strategic management, distinguishing
them from operational management
Understand how strategic priorities vary by
level: corporate, business, and operational
Understand the basic vocabulary of
strategy
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3. Learning Outcomes (2)
Understand the key elements of the
Business strategy in strategic
management model
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4. What is Strategy?
Strategy is the direction and scope of an
organisation over the long term, which
achieves advantage in a changing
environment through its configuration of
resources and competences with the aim
of fulfilling stakeholder expectations.
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5. Characteristics of
Strategic Decisions
Long-term direction
Scope of an organisation’s activities
Competitive advantage
Strategic fit with business environment
Organisation resources and competences
Values and expectations of power players
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6. Implications of Strategic Decisions
Complexity Integration
Uncertainty Relationships and
networks
Operational
decisions Change
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7. Levels of Strategy
Corporate- Long term
growth
level options
strategy
One-year
strategy
Business-level based on
strategy budget
provided
Day-to-day
Operational strategy operational
strategy
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8. Exercise
Use a company of your choice,
explain the different levels of decision
making (Strategy) in the company
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9. What is a Strategic Business Unit?
A strategic business unit (SBU) is a
part of an organisation for which
there is a distinct external market for
goods or services that is different
from another SBU.
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10. Vocabulary of Strategy
Mission Strategic capability
Vision Strategies
Goal Business model
Objective Control
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11. Vocabulary of Strategy: Nokia
Vision/Mission
Connecting is about helping people feel close
to what matters. Wherever, whenever, Nokia
believes in communicating, sharing, and in
the awesome potential in connecting the 2
billion who do with the 4 billion who don’t.
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12. Vocabulary of Strategy:
Kingston University
Mission
To promote participation in higher
education, which it regards as a
democratic entitlement; to strive for
excellence in learning, teaching, and
research; to realise the creative
potential and fire the imagination of all
its members; and to equip its students
to make effective contributions to
society and the economy.
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14. Context of strategy
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15. Exercise
 Define the context of business
strategy of a company of your choice
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16. Strategic management model
Strategy formulation
Strategic planning
Strategy evaluation and selection
Strategy implementation
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