What is strategy?

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Military strategy was born at the same time in China and Greece, nearly 2,500 years ago. It was only very recently (at the beginning of the 20th century) that strategy was applied to the fields of management and business, gradually evolving into what is now known as “strategic management.” Drawing from various disciplines in the humanities and life sciences, several academic approaches to strategic management have progressively emerged: strategy as adaptation, positioning, or intention. Today, strategic management—alongside other disciplines—is called upon to address the major challenges of our time (natural resources, biodiversity, energy, climate, health, etc.).

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03:32
For the past twenty years, local businesses have faced competition from online sales and large retail chains. They have managed to adapt to this new competitive landscape through various strategies, primarily phygital approaches and collective action. This strategic agility and organizational flexibility have enabled them to reinvent themselves.
PIOVESAN David - iaelyon School of Management |
03:09
The digital and technological transformations of the past 20 years have completely disrupted sales practices and consumer behavior. In response to these major changes, the role of guidance and customer recommendation has had to reinvent itself and adopt new forms that are more aligned with today’s challenges.
PIOVESAN David - iaelyon School of Management |
02:49
Prepared at the end of the fiscal year for the following period, a budget is a forecasting and control tool used to organize an organization’s activities and measure their financial impact, typically over a maximum of one year. It represents the quantitative and financial expression of the short-term action plan of management. At the end of the period, budget reconciliation allows for updating forecasts based on the results of the past year and the objectives for the coming year. Some companies choose to prepare rolling budgets or rolling forecasts. Budgets are often subject to criticism, and in response, new approaches are emerging.
TAHAR Caroline - iaelyon School of Management |
03:18
How can costs be reduced without diminishing the product’s value for the customer? This question is at the origin of the target costing approach. It is not a cost calculation technique, but rather a cost management method. Its objective is to deliver a product whose perceived value meets customer expectations while not exceeding a maximum cost, the target cost, which ensures that shareholder margin requirements are met. This method is based on two principles: the additivity principle and the symmetry principle. The approach aims to control costs while preserving customer value. However, it can be very complex to implement.
TAHAR Caroline - iaelyon School of Management |

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