Contents
Introduction 1
Part 1 The forces at work 3
1 Social, cultural and commercial forces 5
2 Ideas at work 28
3 Pitfalls 50
4 Rational or intuitive? Frameworks for decision-making 66
Part 2 Making it happen: concepts and tools for strategic
decision-making 77
5 Making strategic decisions 79
6 Scenario thinking 103
7 Strategies for growth 111
8 Competitive strategy 128
9 Customer focus 139
10 Knowledge and information 153
11 Managing finance and risk 165
12 Sales, marketing and brand management decisions 186
13 Leadership 214
Notes and references 227
Index