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Foundations of Corporate SuccessHow Business Strategies Add Value$
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John Kay

Print publication date: 1995

Print ISBN-13: 9780198289883

Published to Oxford Scholarship Online: November 2003

DOI: 10.1093/019828988X.001.0001

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The Structure of Strategy

The Structure of Strategy

(p.3) Chapter 1 The Structure of Strategy
Foundations of Corporate Success

John Kay (Contributor Webpage)

Oxford University Press

There is a fundamental difference between wish‐driven strategies and strategies based on the effective match between external relationships of the firm and its own distinctive characteristics. The case for the latter is made through the contrast of three stories of business success and three stories of business failure. Business success requires an adaptive and opportunistic strategy, which nevertheless remains rational, analytic, and calculated.

Keywords:   adaptation, BMW, corporate strategy, firms, Glaxo, Honda, opportunism, relationships, Saatchi & Saatchi

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