Strategy takes the long view about the direction of an organisation. At the corporate level, the owners/founders or their appointed representatives are making choices about what markets, in what mix and by what means they can best create value. CEOs are bound by an obligation to act in the interests of the owners above their own. This is known as fiduciary duty. Senior managers deal with a relatively small number of issues that require big decisions. However, it would be a mistake to believe that strategy is finished with as soon as corporate decisions have been made. It is one thing to set a compelling goal in line with the purpose and vision ...
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