Introduction to Corporate Strategy

This new introductory text offers a clear and concise guide to the principles, practice and implementation of business policy and strategy, which is a core course on business studies and related undergraduate programmes. It will also serve as a useful reader for professionals studying the Certificate in Management and Diploma of Management Studies courses. Rich in examples and case studies, it covers both the 'hard' aspects of the subject such as analysis, performance and change, and the 'soft' human elements of business and services.

1. Introduction: the context and background of effective strategy
• Introduction
• Elements
• The rules of strategy
• Sources of strategy
• Conclusions
2. Strategic management in practice
• Introduction
• Strategic performance targets and indicators
• Effective staff
• The Chief Executive
• Developing the human resource
• Change agents and change catalysts
• Conclusion
• Work assignments and discussion questions
3. Strategic and environmental analysis
• Introduction
• Means and methods of strategic analysis
• Conclusion
• Work assignment and discussion questions
4. Genetic strategies
• Introduction
• Models
• Key factors
• Conclusion
• Work assignment and discussion questions
5. Competitive activity
• Introduction
• Competition
• Rivalry
• Competitive positioning
• The threat of entry and barriers
• Exit barriers
• Risk
• Segmentation
• Nature of offerings
• Conclusion
• Work assignments and discussion questions
6. Ethics and standards
• Introduction
• Models and frameworks
• Conclusions
• Work assignment and discussion questions
7. Behavioural influences on strategies
• Introduction
• Negativity
• Positivity
• Motivation
• Perception
• The behavioural needs of customers and consumers
• Conclusion
• Work assignment and discussion questions
8. Sectoral strategies
• Introduction
• Manufacturing and production strategies
• Service strategies
• New products, research and development
• Public service strategies
• Conclusion
• Work assignment and discussion questions
9. Strategy development 
• Introduction
• Expansion and growth strategies
• Brands and branding
• Consolidation
• Withdrawal, retrenchment and contraction
• Diversification
• Synergy
• Integration
• Take-overs and acquisitions
• Mergers
• Collaborative strategies and alliances
• Managerial aspects of joint ventures and collaboration networks
• Other influences
• Conclusion
• Work assignments and discussion questions
10. Implementation
• Introduction
• Gaining commitment
• Priorities
• Assumptions
• Activities
• Making strategic decisions and choices
• Harmonisation of activities
• Resource allocation
• Control mechanism and activities
• Critical paths and networks
• Monitoring and review process
• Organisation design
• Human resource strategies
• Marketing strategies
• Purchasing and supply strategies
• Distribution strategies
• Strategic drift
• Other problems in development and implementation
• Projection of success
• Ad hoc strategies
• Conclusions
• Work assignments and discussion questions
11. Strategies for change and the management of change
• Introduction
• Forces for change
• Barriers to change
• Change management
• Customers
• Culture change
• Other factors
• Changes in technology and production
• Changes in name
• Conclusions
• Work assignments and discussion questions
12. Conclusion: the future
• The future
• Changes
• Contractors and specialists
• Management as a distinctive field of expertise
• Changing structures
• The future of public services
• Health and education
• Other public sector services
• Conclusions

There exists worse (and better) introductions to strategy.