The idealogy of strategy

Strategy and the firm continues to be the focal point of academic research. Many theorists have posited models and theories that have advanced knowledge and support the strategic formation process in the firm.

The unit will introduce and discuss a number of popular models. Strategic management thought has evolved since the 1950s. 1950s to 1960, the primary management focus was on managing budgets. 1960s and 1970s, the concept of corporate planning was introduced.

1970s and 1980s, early-stage globalisation emerged. And the market segmentation and competition were focal points of management. Companies moved away from functional structures and began to consider differentiation through structure to compete more successfully. 1980 to 1990s, competitive advantage and antecedents were introduced to support building competitive organisations.