The document discusses definitions of strategy and concepts related to strategy such as vision, mission, and business models. It provides examples of the mission and business model of IMVU, an online social platform, and IMVU's strategy to expand its user base and revenue.

1. What is strategy?2304 Media ManagementRobert Borowiecrobbor@kth.se

2. Common keywordsused in definitions:Enterprise, firm,organization, managementActivities, choices, action, plan, elements, operation, logic, valuecreationAchievegoal, return on investment, economicvalue, being different, unique/valuable position, superiorperformance, performbetterthan rivalsStrategy123

3. OtherconceptsVision Mission Strategy“Vision dictates Mission which determines Strategy, which surfaces Goals that frame Objectives, which in turn drives the Tactics that tell an organization what Resources, Infrastructure and Processes are needed to support a certainty of execution.” (Mike Myatt, 1988)1Interesting alternativeBusiness modelStrategyStrategy Business model“[…] combinations of business models couldbe used for ‘designing’ strategy: thinking in terms of combinations of business models could enable strategists to mix and match various combinations of business models to create newstrategies for new and existing businesses” (Peter B. Seddon and Geoffrey P. Lewis, 2003)2“[Strategy] is a contingent plan as to how the business model should be configured, depending on contingencies that might occur.” (Ramon Casadesus-Masanell and Joan EnricRicart, 2010)31. http://cpnmhn.typepad.com/management_matters/2007/09/what-is-the-dif.html2. http://www.pacis-net.org/file/2003/papers/e-business/219.pdf3. http://www.ssemm.se/wp-content/plugins/download-monitor/download.php?id=4

4. imvuInstantMessagingVirtualUniverseMission“to fulfill the promise of online socializing and creativity.“1Business modelFreeclient and account

5. Profit by microtransactions

6. … by ownitemsbutalsoletuserscreateitemsthatare sold tootherusers and imvutakes a ”wholesale” fee.21. http://www.startuplessonslearned.com/2009/04/product-development-leverage.html2. http://www.engagedigital.com/2009/04/13/imvu-making-at-least-17m-montly-with-usermade-virtual-goods-2/

7. imvuInstantMessagingVirtualUniverseStrategystatementReach out globally and gain recognition of older and male target groups. To become and stay the largest Virtual World that allows member-developed content and have a $40 million annualized revenue run rate.11. http://www.insidesocialgames.com/2010/04/30/social-gaming-roundup-imvu-lawsuits-bungie-and-more/