Behind every business hero lies a successful strategy. Behind every business failure lurks a bad strategy. Developing a good strategy is remarkably simple. Ye the subject has become obscured and over-complicated by academics and consultants with their own hobby-horses and proprietary methods. Strategy has become remote from those who need it most: owners and executives. The Financial Times Guide to Strategy offers more insight than a whole library of academic strategy tomes. It will help you construct a strategic framework for your company, business model, and marketplace. This second edition is fully updated, encompassing changes in the theory and practice of strategy and including commentary on the latest theories and theorists. Coverage includes: demonstrating the power of strategy to raise profits providing a DIY strategy kit for managers distilling strategic thinking since 1960 providing a lively A-Z of strategy concepts, terms, and techniques "Strategy has never been so simple, accessible, powerful, and practically directed to raise profits." - Robin Field, Chief Executive, Filofax Group