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Exploring Corporate Strategy

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EIGHTH EDITION

EXPLORING
CORPORATE STRATEGY
Gerry Johnson
University of Strathclyde

Kevan Scholes
Sheffield Hallam University

Richard Whittington
Saïd Business School, University of Oxford

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Pearson Education Limited
Edinburgh Gate
Harlow
Essex CM20 2JE
England
and Associated Companies throughout the world
Visit us on the World Wide Web at:

Fifth edition published under the Prentice Hall imprint 1998
Sixth edition published under the Financial Times Prentice Hall imprint 2002
Seventh edition 2005
Eighth edition published 2008
© Simon & Schuster Europe Limited 1998
© Pearson Education Limited 2002, 2008
The rights of Gerry Johnson, Kevan Scholes and Richard Whittington to be identified as authors of this
work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise,
without either the prior written permission of the publisher or a licence permitting restricted copying in
the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street,
London EC1N 8TS.
All trademarks used herein are the property of their respective owners. The use of any trademark in this
text does not vest in the author or publisher any trademark ownership
rights in such trademarks, nor does the use of such trademarks imply any affiliation with or
endorsement of this book by such owners.
ISBN: 978-0-273-71191-9 (text only)
ISBN: 978-0-273-71192-6 (text and cases)
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
10 9 8 7 6 5 4 3 2 1
11 10 09 08 07
Typeset in 9.5/13pt Linoletter by 35
Printed and bound by Rotolito Lombarda, Italy
The publisher’s policy is to use paper manufactured from sustainable forests.

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1 Introducing Strategy
1.1 Introduction
1.2 What is strategy?
1.2.1 The characteristics of strategic decisions
1.2.2 Levels of strategy
1.2.3 The vocabulary of strategy
1.3 Strategic management
1.3.1 The strategic position
1.3.2 Strategic choices
1.3.3 Strategy in action
1.4 Strategy as a subject of study
1.5 Strategy as a job
1.6 The strategy lenses
Summary
Work assignments
Recommended key readings
Refere...
EIGHTH EDITION
EXPLORING
CORPORATE STRATEGY
Gerry Johnson
University of Strathclyde
Kevan Scholes
Sheffield Hallam University
Richard Whittington
Saïd Business School, University of Oxford
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