BEYOND CORPORATE STRATEGY
Charles Fombrun
(Professor at the Wharton School, the University of Pennsylvania)
W. Graham Astley
(Professor at the Wharton School, the University of Pennsylvania)
1336
Abstract
Up until now, strategic planning has been done primarily at the business unit and corporate levels. The growing complexity and interdependence of the business environment argues for a new concept of strategy. Companies must begin to view strategy from a collectivistic perspective. Only by collective action will companies be able to meet the challenges ahead.
Citation
Fombrun, C. and Graham Astley, W. (1983), "BEYOND CORPORATE STRATEGY", Journal of Business Strategy, Vol. 3 No. 4, pp. 47-54. https://doi.org/10.1108/eb038989
Publisher
:MCB UP Ltd
Copyright © 1983, MCB UP Limited