... on the industries/markets in which it operates. Concludes that making relevant decisions and commitments in the face of an uncertain future, tests strategic management ability to the full. Resource management Marketing strategy Strategic management © MCB UP Limited 1998 ...

... the criticisms of the rationalist approach have been well aired, it remains the most prevalent method of formulating strategy today. Believes that a successful strategy is established by a company through ‘understanding its own capabilities, and relating them to the business environment they face’. Resource...