Basic Strategy in Context European text and cases

by Thomson, Neil; Baden-Fuller, Charles

• ISBN13: 9781405161084
• ISBN10: 1405161086
• Edition: 1st
• Format: Paperback
• Copyright: 2010-06-01
• Publisher: Wiley-Blackwell

Summary

Basic Strategy in Context centres on real-world firms and managers by giving each chapter's cases a higher weighting in importance and explanation than is normal. Given this emphasis on real-world as opposed to theoretical treatment the book enables the solving of practical business problems like those below. This emphasis on reality is cemented by the book's treatment of diversity as being the norm highlighted through European business cases from different countries. Giving example answers and links from case to theory rams home further the expected usefulness of the book to students about to enter industry. Often theory and cases are treated as different and separated topics; we believe that our integrated didactic treatment is quite unique. Finally we use the basic theories of strategy and then show how these mainly simple concepts can be extended to solve tricky business problems anywhere in any industry.Here is a sample of specific practical problems to which this book can show solutions:Why are resources important and how are they leveraged? Using the case of a British failure (Railtrack) we show the fatal consequences of neglecting existing resources, and then in a completely different country and industry (Carlo Gavazzi Space in Italy) how resources can be utilised from outside the firm to achieve leverage.Given our emphasis on diversity we highlight successful change in a foreign and inflexible environment (Japan and Carlos Ghosn). But can change be planned? Sometimes events or luck sabotage the best intentions as shown in the Samsung case.The book differentiates itself from the competition in four ways:Cases form the highlight of the book. Taking European and some international cases as the starting point, the objective is to link themes or topics to a description of their effect on the firm. The linkage will occur at the relevant point in the case, not in a separate section or in another book. The author team has used several longitudinal cases spread over a 15-20 year period. The longitudinal cases are supported by some new, non-longitudinal cases selected from award winning cases associated with the LRP Journal and the Gate2Growth Academic Network. We feel such an emphasis on cases is a novel feature. The theory is explained using a range of modern didactic methods not usually found in competitive offerings. Examples include colour coded and highlighted links from the theory to the case, questions inside each theory section with model answers and unanswered questions to test the student's grasp of the concepts. The book features a mixture of cases from short specific to academically challenging ones. Too often, superficial cases are placed at the end of chapters in strategy theory books. They are picked to emphasize the topics of the preceding chapters. The result is spoon-feeding, with little need or motivation to provoke individual thought or learning. The cases in this book are comprehensive, approximately 20 pages in length, with ample quantitative and qualitative data, thus forcing a modicum of effort from the student. Shorter cases are also included for ease of understanding and instructor flexibility. Another differentiating feature is the emphasis on diversity hence the use of European as opposed to US based cases."Thomson and Baden-Fuller have crafted a highly original and practical strategy textbook covering a wide range of strategic issues, debates, and frameworks. Their work contains a thorough overview of the strategy field, appealing cases of European firms such as Abrakebabra and Your cup of tea, as well as insightful treatises on the Brent Spar ignominy and the weapon industry. The clever combination of mini#8211

Author Biography

Although Prof. Neil Thomson has been Professor of International Business at the University of Applied Sciences, Nürnberg, Germany since 1999 and lived in Germany from the early 1980s, he is British by birth. He has a PhD from City University in London, MBA from Cornell University, USA, and a BSc from Bradford University, GB. He has extensive industrial experience in the oil industry and consulting, as well as a spell working for the US Government as a financial controller. He has several articles published in the LRP journal.

Prof. Charles Baden-Fuller is Centenary Professor of Strategic Management at the Cass Business School, City University London. He is Editor-in-Chief of the LRP journal and a member of the European Academy of Management EURAM. He is author of many influential journal articles and co-author of Rejuvenating the Mature Business and Strategic Innovation.

Table of Contents

Introduction

Introduction

For the student: how to use the book

For the lecturer: resources

Introductory case: learning goals and objectives

Preliminary concepts

Trial case: Abrakebabra

Keyed links between case and example answers

What is Strategy?

Introduction, learning goals and objectives

Preliminary concepts including a working definition of business strategy

Mini case: Mannesmann

Discussion of mini case

Main case: Fionia Bank - a regional savings bank from Denmark

Case analysis and theory section

Further student tasks and example answers

Analysing the Internal Environment

Introduction, learning goals and objectives

Preliminary concepts

Mini case: Railtrack Plc

Discussion of mini case

Main case: Carlo Gavazzi Space

Case analysis and theory section

Further student task and example answer

The External Environment

Introduction, learning goals and objectives

Preliminary concepts

Mini case: José Bové - French resistance against "malbouffe"

Discussion of mini case

Main case: Your Cup of Tea in Budapest

Case analysis and theory section

Further student tasks and example answers

Stakeholders and Corporate Governance

Introduction, learning goals and objectives

Preliminary concepts

Mini case: Shell Brent Spar

Discussion of mini case

Main case: the DaimlerChrysler takeover

Case analysis and theory section

Further student tasks

Ethics

Introduction, learning goals and objectives

Preliminary concepts

Mini case: Marta Andreasen EU whistleblower

Discussion of mini case

Main case: Shell shock - why do good companies do bad things?

Case analysis and theory

Further student tasks

Strategic Direction

Introduction, learning goals and objectives

Preliminary concepts

Mini case: Samsung Motors Inc

Discussion of mini case

Main case: GKN

Case analysis and theory section

Further student tasks

Focus - Differentiation or Low Cost

Introduction, learning goals and objectives

Preliminary concepts

Mini case: Swatch

Discussion of mini case

Main case: Ryanair - the low fares airline

Case analysis and theory section

Further student tasks

Change

Introduction, learning goals and objectives

Preliminary concepts

Mini case: PUMA

Discussion of mini case

Main case: Chiquita Bananas (CBI)

Case analysis and theory section

Further student tasks

Mergers and Acquisitions

Introduction, learning goals and objectives

Preliminary concepts

Mini case: Singcontrol

Discussion of mini case

Main case: Santander is coming to town - the acquisition of Abbey National by Grupo Santander

Case analysis and theory section

Further student tasks

Control

Introduction, learning goals and objectives

Preliminary concepts

Mini case: Nick Leeson

Discussion of mini case

Main case: Abrakebabra from Ireland

Case analysis and theory section

Further student tasks

Knowledge and the Learning Organisation

Learning goals and objectives

Introduction

Mini case: the Beer Game

Discussion of mini case

Main case: Siemens ShareNet - five steps to creating a global knowledge-sharing system

Case analysis and theory section

Further student tasks

Innovation and Corporate Entrepreneurship

Introduction, learning goals and objectives

Preliminary concepts

Mini case: Unilever Liquid Gold - innovation on a European scale

Discussion of mini case

Main case: UniBrew - how do established companies deal with radical innovation projects?

Case analysis and theory section

Further student tasks

Culture

Introduction, learning goals and objectives

Preliminary concepts

Mini case: Starbucks in France

Discussion of mini case

Main case: goodbye Deutschland - a case study of Wal-Mart's failure in Germany - everyday low crisis

Case analysis and theory section

Further student tasks

Leadership

Introduction, learning goals and objectives

Preliminary concepts

Mini case: Alain Perrin and Cartier

Discussion of mini case

Main case: Carlos Ghosn and Nissan

Case analysis and theory section

Further student tasks

Integrative Case

Learning goals and objectives

Introduction

Main case: Samsung

Case analysis with Questions around main topics of the preceding chapters with model answers

Further student tasks

Index

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