Strategy formulation often takes the traditionalapproach of first coming up with a broad, aspirational vision statement first and then developinga raft of tactics designed to realise that vision. Then, only once this is all done, is a marketing plan is developed to support these broad strategic aspirations.
So everything is in place to build competitive advantage and returns for stakeholders, right? Well, maybe. The simplistic, top down approach to strategy formulation has many flaws in the complex and volatile trading environments that ...
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