Business strategy” is either the company’s strategy if it carries out only one activity, or the strategy of an activity if it operates in several businesses simultaneously (the overall strategy consisting of defining a global strategy for a multi-activity group will be called “corporate strategy”). The business strategy integrates and coordinates several “sub-strategies”, such as R&D strategy, industrial strategy, HR strategy, market/product strategy, commercial strategy, etc. In terms of markets/competition, it will therefore be a question of defining the company’s strategic positioning, of “setting the course” and objectives within a timeframe of around three years, which will be updated annually, of arbitrating between its major markets and/or geographical areas, of choosing which technologies and future offerings to invest in, and of planning investments between the company’s various internal sectors.
This section explores and illustrates the different aspects of business strategy.
The strategy of an activity or a single-activity company (also called business strategy to distinguish it from corporate strategy) consists of defining the “course” and objectives of the activity or company. In practice, it consists of integrating a set of “sub-strategies” in a coherent manner and making resource trade-offs between these “sub-strategies”.
Marketing strategy is one of the different ‘sub-strategies’ serving the overall strategy of a company or business, just like industrial strategy, HR strategy or sales strategy. The links between these two levels of strategy are close.
The Technology Marketing Academy blog has been created by a group of consultants and trainers who collaborate for more than ten years with the largest B2B/B2G High Tech companies in France and abroad. ont enseigné dans les plus grandes Business Schools. Il est coordonné par Valérie BERTHEAU, Group Product Policy VP, Thales et Présidente, 3AED-IHEDN et par Michel PERRIN qui a enseigné le marketing technologique et le marketing digital à l’Executive Education d’HEC Paris durant près de 15 ans.
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