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Presentation

Main objectives of the course:
Acquire the knowledge of main concepts in strategy to understand the firms’ actions Strengthen the knowledge acquired throughout your curriculum (accounting, marketing, economics…) Improve your culture of business market Become aware of firms current transformations

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Programme

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Introduction The strategic diagnosis An evolution of the economic and business environment The new strategies of firms

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Introduction

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What is the strategy ? A multiplicity of approaches The theoretical foundations of strategy Methodology of the case studies

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1. What is the strategy ?
The concept of strategy has been borrowed from the military and adapted for use in business Regardless of the definitions of strategy, or the many factors affecting the choice of corporate or competitive strategy, there are some fundamental questions to be asked and answered (Who are we ? What do we do ? What kind of firm are we ? …) Many definitions of strategy (Thiétart, Gervais, Porter, Mintzberg…)
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1. What is the strategy ?

Porter (1982) : « La stratégie, face à la concurrence, est une combinaison des objectifs que s’efforce d’atteindre la firme et les moyens par lesquels elle cherche à les atteindre » Strategor (2005) : « élaborer la stratégie de l’entreprise, c’est choisir les domaines d’activité dans lesquels l’entreprise entend être présente et allouer des ressources de façon à ce qu’elle s’y maintienne et s’y développe »
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1. What is the strategy ?

Chandler : « Strategy can be defined as the determination of the basic long term goals and objectives of an enterprise, and the adoption of courses of action and the allocation of resources necessary for carrying out those goals » Thiétart : « la stratégie est l’ensemble des décisions et actions relatives au choix des moyens et à l’articulation des ressources en vue d’atteindre un but »
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1. What is the