Strategy Safari, 2nd Edition

chapter

4

The positioning school: strategy formation as an analytical process

"Send in two eggs and some more butter."

In science, as in love, a concentration on technique is likely to lead to impotence.

–Berger

In the early 1980s, a wind from economics blew through the strategic management field, blowing away, or at least into a corner, much of its traditional prescriptive literature. Although this positioning school accepted most of the premises that underlay the planning and design schools, as well as their fundamental model, it added content, in two ways. It did so in the literal sense of emphasizing the importance of strategies themselves, ...