This chapter mainly demonstrates the introduction of this thesis. It begins with the background on strategy and strategic management. After that, the importance of strategic management is also illustrated. Next, the problem discussion is at the root of the purpose of this thesis. The reader is acquainted with the general purpose and research questions of this thesis. Finally, the disposition of this thesis is outlined.
Many years ago, people usually recognized strategy as a type of astuteness in war. Similarly, business is deemed to be fighting an intangible war within the development of society. People are convinced that the effectiveness of business is able to brighten their lives or to block their future. For a long time, the majority of individuals have treated a firm’s strategy as a type of “weapon” which ensures the realization of their goals and surmounting of their rivals. Thus, as a significant part of business, strategy owes a lot to these features, which are invisible, diverse and classical (Thenmozhi, 2004).
Granted that strategy really exists in current society and is not hearsay and was definitely rooted in the working experience of different levels of managers, people can consider the viewpoints of five famous scientists on strategy:
“The determination of the basic long term goals and objectives of an enterprise and the adoption of the courses of action and the allocation of resources necessary for carrying out this goals”
(Source: Chandler, 1962)
“The common thread among the organizations, activities and product market, defines the essential nature of business and what the organization is, or is planned to be, in the future”.
(Source: Ansoff, 1965)
“Strategy is the pattern of decision in a company that determines and reveals its objectives, purpose, or goals, produces the principal policies and plans for achieving those goals, and defines the range of business the company is to... [continues]
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