The role of strategy in international business -
- Analysis: to understand the changing environment in which an
entity operates, and the capabilities it possesses - or does not
possess - to allow it to succeed - however you define that - within
that environment.
- Design: to decide what the organisation will do - and will not
do - to succeed, given the analysis, and to align stakeholder
behind those decisions.
- Planning & execution: to develop, communicate and executed
plans to effect those decisions.
- Control: to review all of the above on an going basis to ensure
the strategy evolves and responds to real-world events.
- It improves the chances that an organisation successfully
pursues a strategy which is likely to lead to its success (however
that is defined)
- It provides a common framework which enables multiple
stakeholders to work *together* to develop and execute
strategy.