Western generic business and corporate strategies: lessons from the Thirty‐six Chinese Classical Strategies of War

Abstract

Extracts the fundamental principles of the Thirty‐six Chinese Classical Strategies of War to formulate an appropriate framework for drawing lessons in Western generic business and corporate strategies for the first time. Does not, however, suggest that Western literature on generic business and corporate strategies is any less effective than the Thirty‐six Chinese Classical Strategies of War which tend to be more definitive in nature. Much synergy can in fact be achieved by extending lessons in strategies from both the East and the West. Lessons from the Thirty‐six Chinese Classical Strategies of War would be particularly pertinent for the West in view of the growing economic influence of the East Asian region on the global political platform. Suggests marketing planners based in the West would certainly be better placed in this region if they, when operating in East Asia, were able to appreciate a deeply revered and firmly entrenched Chinese classical strategic treatize.

Citation

Sui Pheng, L. and Sirpal, R. (1995), "Western generic business and corporate strategies: lessons from the Thirty‐six Chinese Classical Strategies of War", Marketing Intelligence & Planning, Vol. 13 No. 6, pp. 34-40. https://doi.org/10.1108/02634509510094174