The Quintessence of Strategic Management What You Really Need to Kno
This book provides practitioners with a basic understanding of strategy and the process of strategic management. Using academic foundations and best practices from business life, the authors present the most important strategy tools and how they interact.
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Philip Kotler Roland Berger Nils Bickhoff
The Quintessence of Strategic Management What You Really Need to Know to Survive in Business Second Edition
Quintessence Series
Series editor Nils Bickhoff Quintessential Strategies Hamburg, Germany
More information about this series at http://www.springer.com/series/10376
Philip Kotler • Roland Berger • Nils Bickhoff
The Quintessence of Strategic Management What You Really Need to Know to Survive in Business Second Edition
Roland Berger Roland Berger Strategy Consultants Munich, Germany
Philip Kotler Kellogg School of Management Northwestern University Evanston, Illinois USA Nils Bickhoff Quintessential Strategies Hamburg, Germany
ISSN 2195-4941 ISSN 2195-495X (electronic) Quintessence Series ISBN 978-3-662-48489-0 ISBN 978-3-662-48490-6 (eBook) DOI 10.1007/978-3-662-48490-6 Library of Congress Control Number: 2015957959 Springer Heidelberg New York Dordrecht London # Springer-Verlag Berlin Heidelberg 2010, 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer-Verlag GmbH (www.springer.com)
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Contents
1 Introduction: Essential Strategy Know-How and Nothing More . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Reference . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Strategy and Strategic Management: A First Basic Understanding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.1 What Is Strategy and How Is It Developed? . . . . . . . . 2.1.1 Modern Opinions . . . . . . . . . . . . . . . . . . . . . . . 2.1.2 Basic Historical Concepts . . . . . . . . . . . . . . . . . 2.1.3 A First Example: The Second Punic War . . . . 2.2 The Theoretical Response: Strategy as an Integrated Concept . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.1 Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.2 Strategic Ma
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