In addition to the examples used in this article, over the past six years, I have conducted in-depth case study research on Benetton, Dell, LVMH, Electrolux, Virgin, Smoby, Alcatel, Renault, Canal+, Axa, Valeo, MMS, easyJet, Ryanair, Danone, BMW, PPR, Hennessy, MCC Smart, Apple, Palm, Zodiac, Bolloré, France Telecom, Carrefour and Zara. My goal was to identify in the fundamental dimensions of strategy an encapsulating concept equivalent to the famous 4Ps of the marketing mix — product, price, place (or distribution) and promotion. To do so, I used both primary and secondary sources and I supervised a series of in-the-field strategic analyses with executive MBA participants. I complemented my empirical research on this “strategy mix” with a systematic reading of the strategy literature. My thinking was also shaped by teaching the strategy core course at ESCP-EAP European School of Management and through discussions with colleagues, particularly Hervé Laroche, Thierry Boudès and Patrick Joffre. The perspectives of this paper were developed in a research paper presented to the French-speaking Association Internationale de Management Strategique (AIMS) in... To read the complete article, login or sign-up using the form below.
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