Ansoff’s View[1]
Business strategy is a complex concept. It consists of a set of management guidelines which specify the firm’s product-market position, the directions in which the firm seeks to grow and change, the competitive tools it will employ, the means by which it will enter new markets, the manner in which it will configure its resources, the strengths it will seek to exploit, and conversely the weaknesses it will seek to avoid. Strategy is a concept of the firm’s business which provides a unifying theme for all of its activities.
1. H. Igor Ansoff, Business Strategy, Penguin Education, Harmondsworth, England, 1969, p.7.
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