“Corporate Strategy is the pattern of decisions in a company that determines and reveals its objectives, purposes or goals, produces the principal policies and plans for achieving those goals, and defines the range of business the company is to pursue, the kind of economic and human organization it is or intends to be and the nature of the economic and non-economic contribution it intends to make to its shareholders, employees,
customers and communities (…)” (Mintzberg, Quinn and Ghoshal, 1998)
Porter (1980) identifies three generic strategies:
? Cost – Aims to achieve overall cost leadership in the industry.
? Differentiation – Aims to differentiate the product or service of the company,
creating something that is perceived as being unique.
? Focus – Aims to focus and serve a particular segment of the market.