This document introduces learning outcomes around strategy, strategic management, and strategic decision making. It defines strategy, discusses the characteristics and implications of strategic decisions, and explains the different levels of strategy from corporate to business to operational. It also covers strategic business units, the vocabulary of strategy using examples, and introduces the key elements of the strategic management model.

1. Introducing Strategy

2. Learning Outcomes (1)
Understand the characteristics of strategic
decisions and what is meant by strategy
and strategic management, distinguishing
them from operational management
Understand how strategic priorities vary by
level: corporate, business, and operational
Understand the basic vocabulary of
strategy
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3. Learning Outcomes (2)
Understand the key elements of the
Business strategy in strategic
management model
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4. What is Strategy?
Strategy is the direction and scope of an
organisation over the long term, which
achieves advantage in a changing
environment through its configuration of
resources and competences with the aim
of fulfilling stakeholder expectations.
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5. Characteristics of
Strategic Decisions
Long-term direction
Scope of an organisation’s activities
Competitive advantage
Strategic fit with business environment
Organisation resources and competences
Values and expectations of power players
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6. Implications of Strategic Decisions
Complexity Integration
Uncertainty Relationships and
networks
Operational
decisions Change
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7. Levels of Strategy
Corporate- Long term
growth
level options
strategy
One-year
strategy
Business-level based on
strategy budget
provided
Day-to-day
Operational strategy operational
strategy
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8. Exercise
Use a company of your choice,
explain the different levels of decision
making (Strategy) in the company
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9. What is a Strategic Business Unit?
A strategic business unit (SBU) is a
part of an organisation for which
there is a distinct external market for
goods or services that is different
from another SBU.
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10. Vocabulary of Strategy
Mission Strategic capability
Vision Strategies
Goal Business model
Objective Control
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11. Vocabulary of Strategy: Nokia
Vision/Mission
Connecting is about helping people feel close
to what matters. Wherever, whenever, Nokia
believes in communicating, sharing, and in
the awesome potential in connecting the 2
billion who do with the 4 billion who don’t.
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12. Vocabulary of Strategy:
Kingston University
Mission
To promote participation in higher
education, which it regards as a
democratic entitlement; to strive for
excellence in learning, teaching, and
research; to realise the creative
potential and fire the imagination of all
its members; and to equip its students
to make effective contributions to
society and the economy.
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14. Context of strategy
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15. Exercise
 Define the context of business
strategy of a company of your choice
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16. Strategic management model
Strategy formulation
Strategic planning
Strategy evaluation and selection
Strategy implementation
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