Title

What is strategy?

Authors

Porter, Michael E.

Abstract

Management tools such as total quality management and change management seem to have taken the place of management strategy, due to a misconception that operational effectiveness equals strategy. Operational effectiveness is vital, but is very different to strategy. Operational effectiveness involves performing similar activities better than rivals perform them. However, strategic positioning means carrying out different activities from competitors, or carrying out similar activities in different ways.

Publication

Harvard Business Review, 1996, Vol 74, Issue 6, p61

ISSN

0017-8012

Publication type

Academic Journal