The Strategy Planning Process Analyses, Options, Projects
Developing future strategies for a company is an important and complex task, and forms the core issue in this book. A company’s strategy defines its future direction, specifying its desired market position and key competitive advantages both at the level
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he Strategy Planning Process Analyses, Options, Projects Second Edition
The Strategy Planning Process
Rudolf Gru¨nig • Richard Ku¨hn
The Strategy Planning Process Analyses, Options, Projects Second Edition
Translated from German by Maude Montani
Rudolf Grünig Chair of Management University of Fribourg Fribourg, Switzerland
Richard Kühn Former Director of the Institute of Marketing and Management University of Bern Bern, Switzerland
ISBN 978-3-662-56220-8 ISBN 978-3-662-56221-5 https://doi.org/10.1007/978-3-662-56221-5
(eBook)
Library of Congress Control Number: 2017962292 # Springer-Verlag GmbH Germany, part of Springer Nature 2015, 2018 Original German edition published by Haupt-Verlag, Bern, 2018 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. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Printed on acid-free paper This Springer imprint is published by the registered company Springer-Verlag GmbH, DE part of Springer Nature. The registered company address is: Heidelberger Platz 3, 14197 Berlin, Germany
Preface
The strategy of a company defines its future way of doing business. It will determine the target market positions and the competitive advantages of the offers and the resources to construct for years to come. Determining the future strategy is an important and complex task. This book illustrates how to approach it. It is published in parallel in German (see Grünig and Kühn 2018a) and French (see Grünig and Kühn 2018b). Consulting projects, master theses, and case study solutions based on the first edition of this book were systematically analyzed. As a consequence, the analysis and planning processes at the business level were simplified. The propositions in the second edition are therefore easier to apply. Many of the ideas and examples come from discussions with current and former assistants, PhDs, and students. The authors would like to thank them for their interest and their contri
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