Chapter 2

Relating Your Business to Its Environment: Building Strategy From Internal and External Analysis

Introduction

Alice addressed the Cheshire Cat, “Would you tell me, please, which way I ought to go from here?” “That depends a good deal on where you want to get to,” said the Cat. “I don’t much care where—” said Alice. “Then it doesn’t matter which way you go,” said the Cat. “—so long as I get somewhere,” Alice added as an explanation. “Oh, you’re sure to do that,” said the Cat.

—Lewis Carroll, Alice in Wonderland

Some businesspeople are opportunistic—they take advantage of opportunities as they arise. Although Alice appears happy to get somewhere, and it apparently does not matter where, most people have some idea of what they seek, and ...

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