Mrqqq

Topics: Strategic management, Management, Strategic planning Pages: 58 (10060 words) Published: June 4, 2012
The transition economies of Europe

Business strategy
for A2
David Dyer
Director of Cambridge Business Studies Trust

Peter Stimpson
Hurtwood House, Surrey

iii

P UBLISHED BY THE PRESS SYNDICATE OF THE UNIVERSITY OF CAMBRIDGE

The Pitt Building, Trumpington Street, Cambridge, United Kingdom CAMBRIDGE UNIVERSITY PRESS

The Edinburgh Building, Cambridge CB2 2RU, UK
40 West 20th Street, New York, NY 10011-4211, USA
477 Williamstown Road, Port Melbourne, VIC 3207, Australia
Ruiz de Alarcón 13, 28014 Madrid, Spain
Dock House, The Waterfront, Cape Town 8001, South Africa
http://www.cambridge.org
© Cambridge University Press 2001
This book is in copyright. Subject to statutory exception and to the provisions of relevant collective licensing agreements, no reproduction of any part may take place without the written permission of Cambridge University Press.

First published 2001
Third printing 2003
Printed in the United Kingdom at the University Press, Cambridge Typeface Minion System Apple Macintosh Quark® 4.1
A catalogue record for this book is available from the British Library ISBN 0 521 00365 2 paperback
Cover photograph by courtesy of Digital Imagery
© PhotoDisc, Inc. 2001
Unless otherwise stated photographs courtesy of SA Picture Research. Every effort has been made to reach copyright holders of material in this book previously published elsewhere. The publisher would be pleased to hear from anyone whose rights they have unwittingly infringed.

Contents
page
Introduction

vii

Acknowledgements

ix

1 Setting corporate objectives

1

2 Tools for strategic planning

20

3 External economic influences

51

4 Business strategy in a changing world

80

5 Devising and implementing strategy

114

6 Reviewing business strategy

142

7 Managing strategic change

167

8 Preparing for the examination

190

Glossary

199

Index

206

v

1

Setting corporate objectives

On completion of this chapter you should be able to:
® understand the differences between mission statements, corporate objectives and business strategy ® understand how business culture shapes and determines corporate objectives ® understand the significance of objectives as the basis for strategy ® assess the importance of communicating objectives through corporate plans and mission statements ® evaluate the impact differing stakeholder objectives have on the behaviour and decisions of the firm

Introduction
This book will help you develop:
x a more detailed grasp of essential Business Studies
concepts and processes;
x skills of analysis and evaluation;
x an awareness of the integrated nature of the
subject.
The emphasis in this first chapter is on the nature and
development of corporate objectives and the forces
which can influence and lead to a change in these
objectives. Almost all aspects of human activity are
made clearer and more focused if there is a special

objective to aim for and an appropriate strategy – or
detailed plan – in place to direct and review human
effort. These plans will themselves be driven by the
nature of the objectives towards which people or
organisations are striving. Consider these examples:
x British Petroleum changed its corporate logo from
the familiar crest to that of a flower resembling a
sunflower – this would seem to be a pointless
move unless it is seen in the context of a
repositioning of the business towards a more
caring and environmentally concerned
organisation.

Solar House at the G8 Solar Showcase. Source: BP AMOCO plc.

1

Business strategy
x

x

x

Hopefully, your arrival in the sixth form was part
of a longer-term plan to achieve qualifications to
give you more career choices and greater earning
potential. Do you know of some of your fellow
students who have drifted into sixth form
education without a clear aim? Are they less or
more motivated than you in academic work?
The government...
Continue Reading

Please join StudyMode to read the full document

Become a StudyMode Member

Sign Up - It's Free