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Pattern in Corporate Evolution$
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Neil M. Kay

Print publication date: 2000

Print ISBN-13: 9780199242115

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780199242115.001.0001

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Mapping Strategy

Mapping Strategy

Chapter:
(p.111) 6 Mapping Strategy
Source:
Pattern in Corporate Evolution
Author(s):

NEIL M. KAY

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199242115.003.0006

This chapter focuses on mapping corporate strategy and its application to an analysis of the recent strategies pursued by five large UK corporations, namely, Cadbury Schweppes, Thorn EMI, Ladbroke, Trafalgar House, and Hillsdown Holdings. It begins by discussing the basis for constructing maps at corporate level and then examines the five strategies in detail. The chapter then explores the possibility of using maps of the corporation as a basis for analysing possible sources of internal economies and external threats.

Keywords:   mapping, corporate strategy, Cadbury Schweppes, Thorn EMI, Ladbroke, Trafalgar House, Hillsdown Holdings, internal economies, external threats

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