Corporate strategy is the overall strategy of a multi-activity company or group (the strategy of a single activity or that of a single-activity company will be called a business strategy). It essentially consists of defining the orientations and priorities of the group and allocating investments between the different activities according to their strategic position and their future prospects. The group will thus decide to invest in a given activity to ensure its financing and growth or, on the contrary, to disinvest in another activity or even to sell it. The group strategy may also consist of acquiring new activities or companies to strengthen a strategic position in a given activity. The group will provide the activities with a set of centralised resources (e.g. R&D) and will also define the major processes that will be applied everywhere and with which all the activities must comply, for example in terms of strategic consistency, investment choices, budgets, recruitment, etc.
Multi-business strategy (also called corporate strategy or group strategy to distinguish it from single business strategy) is the strategy of a multi-business company. It essentially consists of deciding to invest or disinvest in each of the activities. It is of course mainly found in large groups, whatever their sector.
Whatever the level at which it is applied, from company to project to market to product, the need for strategic thinking is everywhere. But what exactly is strategic thinking and how can it be applied at all levels?
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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