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Can You Say What Your Strategy Essay

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Can you say what your strategy is?
by David Collis and M. Rukstad (2008)

Just about every one of Edward Jones’ employees could express the company’s succinct strategy statement: Jones aims to

“Grow to 17,000 financial advisers by 2012 [from about 10,000 today] by offering trusted and convenient face-to-face financial advice to conservative individual investors who delegate their financial decisions, through a national network of one-financial-adviser offices”.

ABC aims to do what by when by how to whom through what

Such a strategy statement
* Becomes a guiding light for making (difficult) choices
* Aligns behaviour within the business

Elements of a Strategy Statement
Objective = Ends and Time Frame
Scope = Domain*

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