Strategic Management Course Overview and Strategy Concept

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The Etymology of “Strategy”- von Clausewitz (Background) � Carl Philipp Gottfried von Clausewitz (June 1, 1780 - November 16, 1831); Prussian general and influential military theorist � Served as - field soldier (extensive combat experience against France/Napoleon) - staff officer (Major-General) with political/military responsibilities - prominent military educator � Book “On War” (“Vom Kriege”) - translated into every major language - compilation of his observations following the Napoleonic War - most influential work of military philosophy in the Western world, introducing systematic philosophical thought into military instruction and operational planning Source: Wikepedia, Carl von Clausewitz, On War 1832 © 2007 Prof. Dr. Bernd Venohr 26
The Etymology of “Strategy” - von Clausewitz (famous quotes) � “War is not an independent phenomenon, but the continuation of politics by different means”: war as a rational instrument of national policy. – Decision to wage war "ought" to be rational, based on estimated costs and gains of war. – War "ought" to be instrumental to achieve some goal, never for its own sake; and also in the sense that strategy and tactics ought to be directed towards just one end, namely towards victory. – War "ought" to be national, in the sense that its objective should be to advance the interests of a national state and that the entire effort of the nation ought to be mobilized in the service of the military objective. � Strategy – “… is concerned with drafting a plan of war shaping the individual campaigns...” versus “tactics …involve the use of armed forces in the engagement…”, strategy [is] the use of engagements for the object of war” Source: Wikepedia, Carl von Clausewitz, On War 1832; Wikepedia, Philosophy of War © 2007 Prof. Dr. Bernd Venohr 27
Page 1 and 2: Strategic Management 1 © 2007 Prof
Page 3 and 4: Agenda Introduction to Strategy 1
Page 5 and 6: Current Events � Why are Volkswag
Page 7 and 8: Returns on invested capital within
Page 9 and 10: Research results on long-term compa
Page 11 and 12: Why may be differences in the long-
Page 13 and 14: My Personal Background � 20+ year
Page 15 and 16: Course Emphasis � Generalist pers
Page 17 and 18: Course Overview: Format � Classes
Page 19 and 20: Course Overview: Grading � Oral O
Page 21 and 22: Other Housekeeping / Questions Offi
Page 23: The Etymology of “Strategy”- Gr
Page 28 and 29: Strategy concept for business was d
Page 30 and 31: Famous strategy definitions in busi
Page 32 and 33: What does “Success” means? Abov
Page 34 and 35: Examples for different types of str
Page 36 and 37: Examples for different types of str
Page 38 and 39: One important distinction: Business
Page 40 and 41: Starting point of business definiti
Page 42 and 43: The concept of value proposition he
Page 44 and 45: Demand and/or value chain differenc
Page 46 and 47: Quick test if two potential segment
Page 48 and 49: An industry map illustrates the dif
Page 52 and 53: Mini-Case assignments www.bmw.de ww

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