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How to Think Strategically by Assoc Prof Jerome Couturier, Prof. Davide Sola

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6

Assessing the current situation

STRATEGY IS ABOUT DEVISING ACTIONS that will help create value and maintain or increase competitive advantage in the future. But before thinking about future actions we need to understand how what we are already doing, and the decisions we have already taken, are affecting value creation and competitive advantage. A strategy that does not take into account the starting point is a strategy without foundations.

A willingness to review its actions and decisions is a sign of organisational health. It triggers questions, dialogue and reflections that could generate ideas about improving or even completely re-thinking the organisation’s business systems. This chapter explains the first stage of the strategy development ...

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