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The objective of this course is to review the main concepts, methods and tools which are used in the strategy analysis, formulation and implementation processes, identify the business situations in which they can be applied most effectively, as well as understand the limitations of the various approaches.

The perspective of this course is that of a general manager whose responsibility is to maximize the overall performance of the firm or the performance of a business unit within the firm. To achieve this objective, general managers must analyze the business-level drivers of the firm’s current performance and identify external changes that may affect this performance. On this basis, their job is then to find ways to better leverage the firm’s internal resources in order to sustainably improve performance.
At the corporate level, general managers’ responsibility is also to define the scope of the firm’s activities, to implement strategic moves that will affect this scope, and convince shareholders and stakeholders of the relevance of their strategy.