1. Strategic Management and Business Policy 15e
Chapter 1
Basic Concepts of Strategic Management 15

2. Learning Objectives Understand the benefits of strategic management
Explain how globalization and environmental sustainability influence strategic management
Understand the basic model of strategic management and its components
After reading this chapter, you should be able to:
• Understand the benefits of strategic management
• Explain how globalization and environmental sustainability influence strategic management
• Understand the basic model of strategic management and its components
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3. Learning Objectives
Identify some common triggering events that act as stimuli for strategic change
Understand strategic decision-making modes
Use the strategic audit as a method of analyzing corporate functions and activities
After reading this chapter, you should be able to:
• Identify some common triggering events that act as stimuli for strategic change
• Understand strategic decision-making modes
• Use the strategic audit as a method of analyzing corporate functions and activities
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4. Concepts The relationship and differences between:
Strategic management
Strategic planning
Long term planning
Strategic thinking.
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5. The Study of Strategic Management
a set of managerial decisions and actions that determines the long-run performance of a corporation.
Today we recognize both a science and an art to the application of strategic management techniques.
Strategic management is a set of managerial decisions and actions that help determine the long-term performance of an organization.
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6. The Study of Strategic Management
Strategic Management includes:
Internal and external environment scanning
Strategy formulation
Strategy implementation
Evaluation and control
Strategic management includes environmental scanning (both external and internal), strategy formulation (strategic or long-range planning), strategy implementation and evaluation and control.
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7. Phases of Strategic Management
Phase 1: Basic financial planning
Phase 2: Forecast-based planning
Phase 3: Externally oriented strategic planning
Phase 4: Strategic management
As managers attempt to better deal with their changing world, a firm generally evolves through the following four phases of strategic management:
Phase 1: Basic financial planning
Phase 2: Forecast-based planning
Phase 3: Externally oriented strategic planning
Phase 4: Strategic management
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8. Phases of Strategic Management
Basic financial planning: initiate some planning when they requested to set up their budgets; considers activities for one year.
Forecast-based planning: consider projects for more than a year. The time horizon is usually 3-5 years. Extrapolate current trends in the future.
Externally-oriented planning: conduct strategic planning by top management and they leave implementation to low level.
Strategic management: planning by forming a team from all levels in the company.
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9. Concepts The relationship and differences between:
Long term planning: list of wishes, without putting the activities within the context of its environment.
Strategic thinking. Some writers like Bonn, believe that strategic management, planning and thinking are the same. Porter believes that strategic planning will develop strategic thinking. Some e.g., Mintzberg believe that strategic planning is the result of strategic thinking.
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10. Benefits of Strategic Management
The attainment of an appropriate match, or “fit,” between an organization’s environment and its strategy, structure and processes has positive effects on the organization’s performance.
Strategic planning becomes increasingly important as the environment becomes more unstable.
The attainment of an appropriate match, or “fit,” between an organization’s environment and its strategy, structure and processes has positive effects on the organization’s performance. Strategic planning becomes increasingly important as the environment becomes more unstable
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11. Benefits of Strategic Management
Clearer sense of strategic vision for the firm
Sharper focus on what is strategically important
Improved understanding of a rapidly changing environment
A survey of nearly 50 corporations in a variety of countries and industries found the three most highly rated benefits of strategic management to be:
■ A clearer sense of strategic vision for the firm.
■ A sharper focus on what is strategically important.
■ An improved understanding of a rapidly changing environment.
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12. Benefits
Research into the planning practices of companies in the oil industry concludes that:
the real value of modern strategic planning is more in the strategic thinking and organizational learning.
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13. Benefits Improved organizational performance
Achieves a match between the organization’s environment and its strategy, structure and processes
Important in unstable environments
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14. Things that strategic plan does not include:
1- unable to predict future accurately.
2- it is not an alternative to effective leadership.
3- it is not a list of wishes or a marketing tool.
4- it is not a magic solution to problems organizations face.
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15. Impact of Globalization
the integrated internationalization of markets and corporations
has changed the way modern corporations do business
Globalization, the integrated internationalization of markets and corporations, has changed the way modern corporations do business.
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16. Globalization Internationalization of markets and corporations
Global (worldwide) markets rather than national markets
International consideration have led to the strategic alliance between BA and American Airlines.
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17. The Contemporary Global Economy
Globalization
The process by which the world’s various national economies and trading systems are fast becoming a single, highly interdependent system
Exports: Domestically produced products sold in foreign markets
Imports: Foreign products sold in domestic markets
First, let’s define globalization. It is the process by which the world’s various national economies and trading systems are fast becoming a single, highly interdependent system.
We will also examine exports and imports.
Exports are domestically produced products sold in foreign markets.
Imports are foreign products sold in domestic markets.
Teaching Tips:
Please return to your student team and prepare a list of three products that you personally use that are exported and three that are imported. We will share the answers with the class.
Answers will vary.
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© 2009 Pearson Education, Inc.

18. The Contemporary Global Economy
Asia for sale in every continent.
Many Western companies are outsourcing their manufacturing.
IBM employ 100,000 people in its global delivery centers in India.
First, let’s define globalization. It is the process by which the world’s various national economies and trading systems are fast becoming a single, highly interdependent system.
We will also examine exports and imports.
Exports are domestically produced products sold in foreign markets.
Imports are foreign products sold in domestic markets.
Teaching Tips:
Please return to your student team and prepare a list of three products that you personally use that are exported and three that are imported. We will share the answers with the class.
Answers will vary.
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© 2009 Pearson Education, Inc.

19. Globalization
The Merchandise exports of WTO members totalled US$ 16.2 trillion in 2015 each year (WTO, 2016). In early 2010, China officially passed Germany as the world's top merchandise exporter. Whereas in the past many nations followed strict policies to protect domestic companies, today more and more countries are aggressively encouraging international trade.
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20. FIGURE 4.3 U.S. Imports and Exports
Let’s take a look at the U.S. import and export volume over the past seven years.
Teaching Tips:
What does this graph tell you about the rate of U.S. imports and exports?
The rate of imports has increased in a greater proportion than exports.
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© 2009 Pearson Education, Inc.

21. Electronic Commerce
Use of the Internet to conduct business transactions. B2B more than 7 trillion in 2004 according to UN. In 2015 estimated 20 trillion (include services, and some of Merchandise exports ).
Basis for competition on a more strategic level focus on product features and costs.
AMR Research indicated that industry leaders are in the process of moving % of their B2B transactions to the internet.
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22. Electronic Commerce – Trends
Forcing company transformation to use internet in their business.
Market access & branding changing – disintermediation of traditional distribution channels; dealing direct with end consumer.
Balance of power shift to consumer: customer became more knowledgeable.
Competition changing; exploiting the internet to become more innovative.
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23. Electronic Commerce -- Trends
Pace\speed of business increasing; time is compressed into ‘dog years’.
Internet purchasing beyond traditional boundaries. Separation between business –supplier-customer became blurred. E.g., using extranet.
Knowledge is key asset – source of competitive advantage
1 human year= 7 dog years.
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24. Impact of Innovation Innovation
describes new products, services, methods and organizational approaches that allow the business to achieve extraordinary returns
Innovation is the implementation of potential innovations that truly drives businesses to be remarkable.
Innovation, as the term is used in business, is meant to describe new products, services, methods and organizational approaches that allow the business to achieve extraordinary returns. Innovation is the machine that generates business opportunities in the market; however, it is the implementation of potential innovations that truly drives businesses to be remarkable.
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25. Impact of Innovation
61% were spending more money on innovation in than in 2013
75% of respondents reported that innovation achieve long-term advantage competitive advantage.
The top five most innovative companies were Apple, Google, Samsung, Microsoft, and IBM.
70% of executives felt their own companies’ innovation were average and 13% felt weak.
Innovation, as the term is used in business, is meant to describe new products, services, methods and organizational approaches that allow the business to achieve extraordinary returns. Innovation is the machine that generates business opportunities in the market; however, it is the implementation of potential innovations that truly drives businesses to be remarkable.
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26. Impact of Environmental Sustainability:
Environmental Sustainability: the use of business practices to reduce a company’s impact on the natural, physical environment
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27. Impact of Sustainability
refers to the use of business practices to manage the triple bottom line
Sustainability refers to the use of business practices to manage the triple bottom line.
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28. Impact of Sustainability
The triple bottom line involves:
the management of traditional profit/loss;
the management of the company’s social responsibility; and
the management of its environmental responsibility.
That triple bottom line involves (1) the management of traditional profit/loss; (2) the management of the company’s social responsibility; and (3) the management of its environmental responsibility.
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29. Theories of Organizational Adaptation
Population ecology
once an organization is successfully established in a particular environmental niche, it is unable to adapt to changing conditions
Institution theory
organizations can and do adapt to changing conditions by imitating other successful organizations
The theory of population ecology suggests that once an organization is successfully established in a particular environmental niche, it is unable to adapt to changing conditions. Inertia prevents the organization from changing in any significant manner. Institution theory, in contrast, proposes that organizations can and do adapt to changing conditions by imitating other successful organizations.
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30. Theories of Organizational Adaptation
Strategic choice perspective
not only do organizations adapt to a changing environment, but they also have the opportunity and power to reshape their environment
The strategic choice perspective goes one step further by proposing that not only do organizations adapt to a changing environment, but they also have the opportunity and power to reshape their environment.
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31. Theories of Organizational Adaptation
Organizational learning theory
an organization adjusts defensively to a changing environment and uses knowledge offensively to improve the fit between itself and its environment
Because of its emphasis on managers making rational strategic decisions, the strategic choice perspective is the dominant one taken in strategic management. Its argument that adaptation is a dynamic process fits with the view of organizational learning theory, which says that an organization adjusts defensively to a changing environment and uses knowledge offensively to improve the fit between itself and its environment.
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32. Creating a Learning Organization
Strategic flexibility
the ability to shift from one dominant strategy to another and requires:
Long-term commitment to the development and nurturing of critical resources
Learning organization
Corporations must develop strategic flexibility—the ability to shift from one dominant strategy to another. Strategic flexibility demands a long-term commitment to the development and nurturing of critical resources. It also demands that the company become a learning organization.
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33. Creating a Learning Organization
an organization skilled at creating, acquiring and transferring knowledge and at modifying its behavior to reflect new knowledge and insights
Organizational learning is a critical component of competitiveness in a dynamic environment.
A learning organization is an organization skilled at creating, acquiring and transferring knowledge and at modifying its behavior to reflect new knowledge and insights. Organizational learning is a critical component of competitiveness in a dynamic environment.
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34. Creating a Learning Organization
Learning organizations are skilled at four main activities:
Solving problems systematically
Experimenting with new approaches
Learning from their own experiences and past history as well as from the experiences of others
Transferring knowledge quickly and efficiently throughout the organization
Learning organizations are skilled at four main activities:
■ Solving problems systematically
■ Experimenting with new approaches
■ Learning from their own experiences and past history as well as from the experiences of others
■ Transferring knowledge quickly and efficiently throughout the organization
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35. Basic Model of Strategic Management
Strategic management consists of four basic elements:
Environmental scanning
Strategy formulation
Strategy implementation
Evaluation and control
Strategic management consists of four basic elements:
■ Environmental scanning
■ Strategy formulation
■ Strategy implementation
■ Evaluation and control
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36. Basic Elements of the Strategic Management Process
Figure 1-1
Figure 1–1 illustrates how these four elements interact
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37. Strategic Management Model
Figure 1-2
Figure 1–2 expands each of these elements and serves as the model for this book. This model is both rational and prescriptive.
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38. Basic Model of Strategic Management
Environmental scanning
the monitoring, evaluating and disseminating of information from the external and internal environments to key people within the organization
SWOT analysis
Environmental scanning is the monitoring, evaluating and disseminating of information from the external and internal environments to key people within the corporation. Its purpose is to identify strategic factors—those external and internal elements that will assist in the analysis in deciding the strategic decisions of the corporation. The simplest way to conduct environmental scanning is through SWOT analysis.
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39. Environmental Variables
Figure 1-3
Figure 1–3 depicts key environmental variables. They may be general forces and trends within the natural or societal environments or specific factors that operate
within an organization’s specific task environment—often called its industry.
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40. Basic Model of Strategic Management
Strategy formulation
process of investigation, analysis and decision making that provides the company with the criteria for attaining a competitive advantage
includes defining the competitive advantages of the business (Strategy), crafting the corporate mission, specifying achievable objectives and setting policy guidelines.
Strategy formulation is the process of investigation, analysis and decision making that provides the company with the criteria for attaining a competitive advantage. It includes defining the competitive advantages of the business (Strategy), crafting the corporate mission, specifying achievable objectives and setting policy guidelines.
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41. Basic Model of Strategic Management
Vision
describes what the organization would like to become
Mission
the purpose or reason for the organization’s existence
Objectives
the end results of planned activity
An organization’s mission is the purpose or reason for the organization’s existence. Some people like to consider vision and mission as two different concepts: Mission describes what the organization is now; vision describes what the organization would like to become. Objectives are the end results of planned activity. They should be stated as action verbs and tell what is to be accomplished by when and quantified if possible.
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42. Basic Model of Strategic Management
Strategy
forms a comprehensive master approach that states how the corporation will achieve its mission and objectives
maximizes competitive advantage and minimizes competitive disadvantage
corporate, business, functional
A strategy of a corporation forms a comprehensive master approach that states how the corporation will achieve its mission and objectives. It maximizes competitive advantage and minimizes competitive disadvantage. Corporate strategy describes a company’s overall direction in terms of its general attitude toward growth and the management of its various businesses and product lines. Business strategy usually occurs at the business unit or product level, and it emphasizes improvement of the competitive position of a corporation’s products or services. in the specific industry or market segment served by that business unit. Functional strategy is the approach taken by a functional area to achieve corporate and business unit objectives and strategies by maximizing resource productivity.
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43. Hierarchy of Strategy
A hierarchy of strategy is a grouping of strategy types by level in the organization. Hierarchy of strategy is a nesting of one strategy within another so that they complement and support one another. (See Figure 1–4.) Functional strategies support business strategies, which, in turn, support the corporate strategy(ies).
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44. Basic Model of Strategic Management
Policy
a broad guideline for decision making that links the formulation of a strategy with its implementation
A policy is a broad guideline for decision making that links the formulation of a strategy with its implementation.
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45. Basic Model of Strategic Management
Strategy implementation
a process by which strategies and policies are put into action through the development of programs, budgets and procedures
Strategy implementation is a process by which strategies and policies are put into action through the development of programs, budgets and procedures.
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46. Basic Model of Strategic Management
Evaluation and control
a process in which corporate activities and performance results are monitored so that actual performance can be compared with desired performance
Evaluation and control is a process in which corporate activities and performance results are monitored so that actual performance can be compared with desired performance.
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47. Basic Model of Strategic Management
Performance
the end result of organizational activities
includes the actual outcomes of the strategic management process
Feedback/Learning process
revise or correct decisions based on performance
Performance is the end result of activities. It includes the actual outcomes of the strategic management process. As a firm or business unit develops strategies, programs and the like, it often must go back to revise or correct decisions made earlier in the process.
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48. Initiation of Strategy: Triggering Events
something that acts as a stimulus for a change in strategy and can include:
New CEO
External intervention
Threat of change of ownership
Performance gap
Strategic inflection point
A triggering event is something that acts as a stimulus for a change in strategy. Some possible triggering events are: new CEO, external intervention, threat of change of ownership, performance gap and strategic inflection point.
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49. Strategic Decision Making
Strategic decisions
deal with the long-term future of an entire organization and have three characteristics:
Rare
Consequential
Directive
Unlike many other decisions, strategic decisions deal with the long-term future of an entire organization and have three characteristics: rare, consequential, and directive
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50. Three Characteristics of Strategic Decisions
Rare
Strategic decisions are unusual and typically have no precedent to follow.
Consequential
Strategic decisions commit substantial resources and demand a great deal of commitment from people at all levels.
Directive
Strategic decisions set precedents for lesser decisions and future actions throughout an organization
The three characteristics of strategic decisions are:
1. Rare: Strategic decisions are unusual and typically have no precedent to follow.
2. Consequential: Strategic decisions commit substantial resources and demand a great deal of commitment from people at all levels.
3. Directive: Strategic decisions set precedents for lesser decisions and future actions throughout an organization
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51. Mintzberg’s Modes of Strategic Decision Making
Entrepreneurial
Adaptive
Planning
Logical incrementalism
According to Henry Mintzberg, the three most typical approaches, or modes, of strategic decision making are entrepreneurial, adaptive and planning (a fourth mode, logical incrementalism, was added later by Quinn)
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52. Mintzberg’s Modes of Strategic Decision Making
Entrepreneurial mode: the strategy is made by powerful individual. The focus on opportunities.
Adaptive mode: using reactive solution rather than proactive. This is typical in most universities and big hospitals.
Planning mode: it uses reactive and proactive mode. Data gathering and analysis and select strategies.
Logical incrementalism: strategy is set based on a series of incremental commitment rather than through global formulation of total strategies. This suitable when environment is changing rapidly.
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53. Mintzberg’s Modes of Strategic Decision Making
The planning mode is suitable in most situations.
The planning mode, includes the basic elements of the strategic management process.
It is more rational.
Research indicates that the planning mode is more analytical, less political and more appropriate for dealing with complex, changing environments
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54. Strategic Decision-Making Process
Evaluate current performance results
Review corporate governance
Scan and assess the external environment
Scan and assess the internal corporate environment
Analyze strategic (SWOT) factors
Generate, evaluate and select the best alternative strategy
Implement selected strategies
Evaluate implemented strategies
Research indicates that the planning mode is not only more analytical and less political than are the other modes, but it is also more appropriate for dealing with complex, changing environments. We therefore propose the following eight-step strategic decision-making process to improve the making of strategic decisions
Evaluate current performance results
Review corporate governance
Scan and assess the external environment
Scan and assess the internal corporate environment
Analyze strategic (SWOT) factors
Generate, evaluate and select the best alternative strategy
Implement selected strategies
Evaluate implemented strategies
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55. Strategic Decision-Making Process
Figure 1-5
Figure 1–5 illustrates an eight-step strategic decision-making process to improve the making of strategic decisions.
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56. Strategic Decision-Making Process
Figure 1-5
Figure 1–5 illustrates an eight-step strategic decision-making process to improve the making of strategic decisions.
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57. The Strategic Audit: Aid to Strategic Decision Making
provides a checklist of questions, by area or issue, that enables a systematic analysis to be made of various corporate functions and activities
A strategic audit provides a checklist of questions, by area or issue, that enables a systematic analysis to be made of various corporate functions and activities.
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