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The Art of Action: Leadership that Closes the Gaps between Plans, Actions and Results by Stephen Bungay

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VON MOLTKE ON STRATEGY

Why does a business need a strategy in the first place? As a collective enterprise, a business organization needs to act cohesively. It may have a very clear vision or sense of purpose, and for some types of organization that can suffice to provide the cohesion needed. However, it is unlikely to suffice for a business. A business is a collective enterprise that has to prosper in a competitive environment. Before the 1970s, business success was widely regarded as a matter of participating in attractive markets. As everybody followed this precept, competition within these markets increased, making them less attractive, and returns became mediocre. To sustain good returns, each business had to work out not only which markets ...

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