Corporate Strategy Diversification - Prof. Dr. Bernd Venohr
Corporate Strategy Diversification - Prof. Dr. Bernd Venohr
Corporate Strategy Diversification - Prof. Dr. Bernd Venohr
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Key issues corporate versus business strategy<br />
CORPORATE STRATEGY: How to create a competitive advantage<br />
for the whole company<br />
� What businesses should we be in?<br />
� How should these be managed?<br />
� How to create value for the corporation as a whole?<br />
BUSINESS STRATEGY: How to create a competitive advantage in<br />
specific, individual product markets<br />
� Which customers to serve (who?) – segmentation<br />
� Which customers needs to satisfy (what?) – differentiation<br />
� Resources and value chain activities necessary to satisfying customer<br />
needs (how?) – “core competencies”<br />
© 2006 <strong>Dr</strong>. <strong>Bernd</strong> <strong>Venohr</strong><br />
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