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GLOBAL
EDITION
STRATEGIC
MANAGEMENT
A Competitive Advantage Approach
Concepts and Cases
17th
Edition
Fred R. David, Forest R. David,
and Meredith E. David
STRATEGIC
MANAGEMENT
Concepts and Cases
A COMPETITIVE ADVANTAGE APPROACH
A01_DAVI1405_17_GE_FM.indd 1 04/05/22 9:37 PM

This page is intentionally left blank

STRATEGIC
MANAGEMENT
SEVENTEENTH
EDITION
GLOBAL
Concepts and Cases
EDITION
Fred R. David
Francis Marion University
Florence, South Carolina
Forest R. David
Strategic Planning Consultant
Ocean Isle Beach, North Carolina
Meredith E. David
Baylor University
Waco, Texas

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Brief Contents
Preface 15
Acknowledgments 25
About the Authors 27
PART 1 Overview of Strategic Management 30

Chapter 1 The Nature of Strategic Management 31
THE COHESION CASE: COCA-COLA COMPANY, 2018 56
PART 2 Strategy Formulation 70

Chapter 2 Business Vision and Mission 71
Chapter 3 The External Assessment 93
Chapter 4 The Internal Assessment 123
Chapter 5 Strategies in Action 155
Chapter 6 Strategy Analysis and Choice 191
PART 3 Strategy Implementation 228

Chapter 7 Implementing Strategies: Management and Marketing Issues 229
Chapter 8 Implementing Strategies: Finance and Accounting Issues 269
PART 4 Strategy Evaluation and Governance 298

Chapter 9 Strategy Evaluation and Governance 299
PART 5 Key Strategic-Management Topics 326

Chapter 10 Business Ethics, Environmental Sustainability, and Corporate Social Responsibility 327
Chapter 11 Global and International Issues 351
PART 6 Strategic-Management Case Analysis 376

How to Prepare and Present a Case Analysis 377
Glossary 659
Name Index 667
Subject Index 673
5


Contents
Preface 15 Exercise 1B: Enter Coca-Cola Vitals into the Strategic Planning
Template 66
Acknowledgments 25 Set 2: Strategic Planning for My University 66
Exercise 1C: Perform SWOT Analysis for My University 66
About the Authors 27 Set 3: Strategic Planning to Enhance My Employability 67
Exercise 1D: Perform SWOT Analysis on Myself 67
PART 1 Overview of Strategic Set 4: Individual versus Group Strategic Planning 67
Management 30 Exercise 1E: How Detrimental Are Various Pitfalls in Strategic
Planning? 67
Chapter 1 The Nature of Strategic
Management 31
PART 2 Strategy Formulation 70
What Is Strategic Management? 32
EXEMPLARY STRATEGIST SHOWCASED: COACH VINCE Chapter 2 Business Vision and Mission 71
LOMBARDI 32 Core Values Statements: What Is Our Foundation? 72
Strategic Planning 33 • The Strategic-Management Model 34 EXEMPLARY STRATEGIST SHOWCASED: FREDERICK W. SMITH,
ETHICS CAPSULE 1: WHAT ETHICS VARIABLE IS MOST FOUNDER AND CEO OF FEDEX CORPORATION 72
IMPORTANT IN DOING BUSINESS? 35 GLOBAL CAPSULE 2: LINKEDIN: CLEAR CORE VALUES, VISION,
Stages of Strategic Management 35 AND MISSION LEAD TO GLOBAL PROMINENCE 73
Integrating Analysis and Intuition 36 Vision Statements: What Do We Want to Become? 73
Adapting to Change 37 Characteristics of a Vision Statement 74
GLOBAL CAPSULE 1: MOBIKE: GLOBAL BIKE RENTING TAKES Vision Statement Analysis 75
OFF LIKE A JET PLANE 38 Mission Statements: What Is Our Business? 75
Key Terms in Strategic Management 38 Characteristics of a Mission Statement 76
Competitive Advantage 38 • Strategists 38 Components of a Mission Statement 77
• Vision and Mission Statements 39 • External
Opportunities and Threats 40 • Internal Strengths and ETHICS CAPSULE 2: FACEBOOK: CHANGING OUR MISSION TO
Weaknesses 40 • Long-Term Objectives 41 ENHANCE OUR ETHICS AND INTEGRITY 79
• Strategies 41 • SWOT Analysis 42 • Annual The Importance (Benefits) of Vision and Mission
Objectives 42 • Policies 44 Statements 79
Benefits of Engaging in Strategic Management 44 The Process of Developing Vision and Mission Statements 81
Financial Benefits 45 • Nonfinancial Benefits 45 Evaluating and Writing Mission Statements 81
Why Some Firms Do No Strategic Planning 46 IMPLICATIONS FOR STRATEGISTS 83
Pitfalls in Strategic Planning 46 IMPLICATIONS FOR STUDENTS 84
Comparing Business and Military Strategies 46 Chapter Summary 84
Developing Employability Skills 48 Key Terms and Concepts 85
IMPLICATIONS FOR STRATEGISTS 49 Issues for Review and Discussion 85
IMPLICATIONS FOR STUDENTS 50 ASSURANCE-OF-LEARNING EXERCISES 86
Chapter Summary 51 Set 1: Strategic Planning for Coca-Cola 86
Key Terms and Concepts 51 Exercise 2A: Develop an Improved Coca-Cola Vision Statement 86
Issues for Review and Discussion 52 Exercise 2B: Develop an Improved Coca-Cola Mission Statement 86
MINI-CASE ON TESLA, INC. (TSLA): WHAT AMERICAN COMPANY Exercise 2C: Compare Coca-Cola’s Mission Statement to a Rival
DOES THE BEST JOB OF STRATEGIC PLANNING, AND HOW IS IT Firm’s 87
DONE? 53 Set 2: Strategic Planning for My University 87
Web Resources 54 Exercise 2D: Compare Your University’s Vision and Mission Statements to
Those of a Rival Institution 87
Current Readings 54
Set 3: Strategic Planning for Myself 87
Endnotes 55
Exercise 2E: Develop a Vision and Mission Statement for
THE COHESION CASE: COCA-COLA COMPANY, 2018 56 Yourself 87
ASSURANCE-OF-LEARNING EXERCISES 65 Set 4: Individual versus Group Strategic Planning 88
Set 1: Strategic Planning for Coca-Cola 65 Exercise 2F: What Is the Relative Importance of Each of the Nine
Exercise 1A: Gather Strategy Information for Coca-Cola Company 65 Components of a Mission Statement? 88
7

8 Contents
MINI-CASE ON FORD MOTOR COMPANY (F): EVALUATE Set 4: Individual versus Group Strategic Planning 118
FORD’S VISION FOR THE FUTURE AND MISSION FOR THE Exercise 3H: What External Forces Are Most Important in Strategic
PRESENT 89 Planning? 118
Web Resources 90 MINI-CASE ON SAM’S CLUB: SAM’S CLUB IS BOOMING IN
Current Readings 90 CHINA 119
Endnotes 91 Web Resources 120
Current Readings 120
Chapter 3 The External Assessment 93 Endnotes 121
EXEMPLARY STRATEGIST SHOWCASED: BEN SILBERMANN,
CEO AND COFOUNDER OF PINTEREST 94 Chapter 4 The Internal Assessment 123
The External Assessment Phase of Strategy Formulation 95 The Internal Assessment Phase of Strategy Formulation 124
Key External Forces 95 • The Actionable-Quantitative- EXEMPLARY STRATEGIST SHOWCASED: ELON MUSK, CEO
Comparative-Divisional (AQCD) Test 95
AND COFOUNDER OF TESLA, INC. AND SPACE EXPLORATION
10 External Forces that Impact Organizations 96 TECHNOLOGIES CORPORATION (SPACEX) 124
Economic Forces 96 • Social, Cultural, Demographic, and Resource-Based View 125 • Key Internal Forces 125
Environment (SCDE) Forces 97 • Political, Governmental, and
Legal Forces 97 ETHICS CAPSULE 4: THE SAGEBRUSH LIZARD VERSUS THE BIG
OIL MAN 126
ETHICS CAPSULE 3: PRESERVE ALASKA WILDLIFE OR BOOST
ALASKA ECONOMY? 98 Management 126
Technological Forces 99 • Competitive Forces 100 Planning 127 • Organizing 127 • Motivating 127
• Controlling 128 • Integrating Strategy and Culture 129
GLOBAL CAPSULE 3: WHAT COMPANY IS GROWING FASTEST • Management Audit Checklist of Questions 130
GLOBALLY? 101
Marketing 131
Porter’s Five-Forces Model 101
Marketing Research and Target Market Analysis 131 • Product
Rivalry among Competing Firms 102 • Potential Entry of New Planning 132 • Pricing 133 • Promotion 133
Competitors 103 • Potential Development of Substitute
Products 103 • Bargaining Power of Suppliers 103 • GLOBAL CAPSULE 4: BITCOIN: THE NEW GLOBAL
Bargaining Power of Consumers 104 CURRENCY 134
Key Sources of Information for an External Audit 105 Channels of Distribution 134 • Marketing Audit
Checklist of Questions 135
Forecasting and Making Assumptions 105
Finance and Accounting 135
Making Assumptions 106
Finance and Accounting 135 • Financial Ratios 136
The External Factor Evaluation Matrix 107 • Finance and Accounting Audit Checklist 138
Steps to Develop an EFE Matrix 107 • Step 1: Develop a Full and
Management Information Systems 140
Narrow List of Key External Factors 107 • Step 2: Assign Weights
to Key External Factors 108 • Step 3: Assign Ratings to Key Business Analytics 140
External Factors 108 • Step 4: Obtain Weighted Scores 108 The Internal Factor Evaluation (IFE) Matrix 141
• Step 5: Obtain Total Weighted Score 108 • An Example EFE The Actionable-Quantitative-Comparative-Divisional (AQCD)
Matrix 109 Test 141 • Steps in Developing an IFE Matrix 142 • Step 1:
The Competitive Profile Matrix 110 Develop a Full and Narrow List of Key Internal Factors 142 • Step 2:
IMPLICATIONS FOR STRATEGISTS 112 Assign Weights to Key Internal Factors 142 • Step 3: Assign
Ratings to Key Internal Factors 142 • Step 4: Obtain Weighted
IMPLICATIONS FOR STUDENTS 113 Scores 143 • Step 5: Obtain Total Weighted Score 143 • An
Chapter Summary 114 Example IFE Matrix 144
Key Terms and Concepts 114 IMPLICATIONS FOR STRATEGISTS 145
Issues for Review and Discussion 114 IMPLICATIONS FOR STUDENTS 146
ASSURANCE-OF-LEARNING EXERCISES 115 Chapter Summary 146
Set 1: Strategic Planning for Coca-Cola 115 Key Terms and Concepts 147
Exercise 3A: Develop an EFE Matrix for Coca-Cola 115 Issues for Review and Discussion 147
Exercise 3B: Develop a Competitive Profile Matrix for Coca-Cola 116
ASSURANCE-OF-LEARNING EXERCISES 149
Set 2: Strategic Planning for My University 116
Set 1: Strategic Planning for Coca-Cola 149
Exercise 3C: Develop an EFE Matrix for Your College or
Exercise 4A: Perform a Financial Ratio Analysis for Coca-Cola 149
University 116
Exercise 4B: Construct an IFE Matrix for Coca-Cola 149
Exercise 3D: Develop a Competitive Profile Matrix for Your College or
University 116 Set 2: Strategic Planning for My University 149
Set 3: Strategic Planning to Enhance My Employability 117 Exercise 4C: Construct an IFE Matrix for Your College or University 149
Exercise 3E: How Competitive Is Your State among All States for Finding Set 3: Strategic Planning for Myself 150
a Job? 117 Exercise 4D: Construct an IFE Matrix for Yourself 150
Exercise 3F: Compare and Contrast CareerBuilder, Glassdoor, Monster Set 4: Individual versus Group Strategic Planning 150
Jobs, and ZipRecruiter 117 Exercise 4E: What Internal Functional Areas Are Most Important to
Exercise 3G: A Template Competency Test 117 Examine in Strategic Planning? 150

Contents 9
MINI-CASE ON PROCTER & GAMBLE (P&G) COMPANY: Exercise 5D: The Key to Personal Strategic Planning: Simultaneously
WHAT COMPANY IS BEST MANAGED IN THE UNITED Build and Borrow 185
STATES? 151 Set 4: Individual versus Group Strategic Planning 185
Web Resources 152 Exercise 5E: What Is the Best Mix of Strategies for Coca-Cola
Current Readings 152 Company? 185
Endnotes 153 MINI-CASE ON FACEBOOK (FB): SHOULD FACEBOOK
ACQUIRE, COOPERATE, OR JUST STAY FIERCE RIVALS WITH
Chapter 5 Strategies in Action 155 LINKEDIN? 187
Long-Term Objectives 156 Web Resources 187
Characteristics and Benefits of Objectives 156 Current Readings 188
EXEMPLARY STRATEGIST SHOWCASED: TIM COOK, CEO OF Endnotes 188
APPLE, INC. 156
Financial versus Strategic Objectives 157 • Avoid Managing by Chapter 6 Strategy Analysis and Choice 191
Crisis, Hope, Extrapolation, and Mystery (CHEM) 158 Strategy Analysis and Choice 192
Types of Strategies 158 EXEMPLARY STRATEGIST SHOWCASED: DAVID GREEN, CEO
Levels of Strategies 159 OF HOBBY LOBBY 192
Integration Strategies 160 The Process of Generating and Selecting Strategies 193
Forward Integration 160 • Backward Integration 161 The Strategy-Formulation Analytical Framework 193
• Horizontal Integration 162 Stage 1: The Input Stage 194 • Stage 2: The Matching
Intensive Strategies 163 Stage 194 • Stage 3: The Decision Stage 194
Market Penetration 163 • Market Development 163 The SWOT Matrix 195
GLOBAL CAPSULE 5: HOW CAN A FIRM DETERMINE WHERE TO ETHICS CAPSULE 6: AS WE STRATEGIZE WE MUST NOT
INITIATE NEW BUSINESS? USE GROSS DOMESTIC PRODUCT JEOPARDIZE ANIMAL WELFARE 196
(GDP) AS A GUIDE. 164
The Strategic Position and Action Evaluation (SPACE)
Product Development 164 Matrix 197
Diversification Strategies 165 Steps in Performing SPACE Analysis 198 • SPACE Matrix
Related Diversification 166 • Unrelated Diversification 166 Quadrants 199 • SPACE Matrix 202
Defensive Strategies 166 The Boston Consulting Group (BCG) Matrix 202
Retrenchment 166 • Divestiture 167 • Liquidation 168 The Internal-External (IE) Matrix 206
Value Chain Analysis and Benchmarking 169 The Grand Strategy Matrix 208
Benchmarking 171 The Decision Stage: The QSPM 210
Michael Porter’s Two Generic Strategies 172 Positive Features and Limitations of the QSPM 214
Cost Leadership 172 • Differentiation 173
How to Estimate Costs Associated with
Means for Achieving Strategies 174 Recommendations 214
BUILD from Within to Grow 174 • BORROW from Others to GLOBAL CAPSULE 6: INDIA’S ECONOMY IS BOOMING 214
Grow 174 • BUY Others to Grow 176
Cultural Aspects of Strategy Analysis and Choice 216
ETHICS CAPSULE 5: ARE CEOS LESS ETHICAL TODAY THAN IN
THE PAST? 176 The Politics of Strategy Analysis and Choice 216
First-Mover Advantages 177 IMPLICATIONS FOR STRATEGISTS 217
Strategic Management in Nonprofit and Small Firms 178 IMPLICATIONS FOR STUDENTS 218
Educational Institutions 178 • Governmental Agencies and Chapter Summary 218
Departments 179 • Small Firms 179 Key Terms and Concepts 219
IMPLICATIONS FOR STRATEGISTS 180 Issues for Review and Discussion 219
IMPLICATIONS FOR STUDENTS 181 ASSURANCE-OF-LEARNING EXERCISES 221
Chapter Summary 181 Set 1: Strategic Planning for Coca-Cola 221
Key Terms and Concepts 182 Exercise 6A: Perform a SWOT Analysis for Coca-Cola 221
Issues for Review and Discussion 182 Exercise 6B: Develop a SPACE Matrix for Coca-Cola 221
ASSURANCE-OF-LEARNING EXERCISES 183 Exercise 6C: Develop a BCG Matrix for Coca-Cola 222
Set 1: Strategic Planning for Coca-Cola 183 Exercise 6D: Develop a QSPM for Coca-Cola 222
Exercise 5A: Develop Hypothetical Coca-Cola Company Set 2: Strategic Planning for My University 222
Strategies 183
Exercise 6E: Develop a BCG Matrix for My University 222
Exercise 5B: Should Coca-Cola Build, Borrow, or Buy
Set 3: Strategic Planning to Enhance My Employability 223
in 2020–2021? 184
Exercise 6F: Perform QSPM Analysis on Myself 223
Set 2: Strategic Planning for My University 184
Exercise 5C: Develop Alternative Strategies for Your University 184 Exercise 6G: A Template Competency Test 223
Set 3: Strategic Planning for Myself 185 Set 4: Individual versus Group Strategic Planning 224

10 Contents
Exercise 6H: How Severe Are Various Subjective Threats in Set 3: Strategic Planning to Enhance My Employability 262
Strategic Planning? 224 Exercise 7D: Marketing Yourself to Best Achieve Your Career
MINI-CASE ON THE BOSTON CONSULTING GROUP: WHAT Objectives 262
AMERICAN FIRM HELPS THE MOST COMPANIES DO STRATEGIC Set 4: Individual versus Group Strategic Planning 263
PLANNING? 225 Exercise 7E: What Are the Most Important Benefits of Having a Diverse
Web Resources 226 Workforce? 263
Current Readings 226 MINI-CASE 7 ON DE BEERS GROUP OF COMPANIES: DE BEERS
Endnotes 227 SHIFTS ITS MARKET SEGMENTATION STRATEGY 264
Web Resources 265
PART 3 Strategy Implementation 228 Current Readings 266
Endnotes 267
Chapter 7 Implementing Strategies: Manage-
ment and Marketing Issues 229 Chapter 8 Implementing Strategies: Finance and
EXEMPLARY STRATEGIST SHOWCASED: INDRA NOOYI, Accounting Issues 269
FORMER CEO OF PEPSICO 230 EXEMPLARY STRATEGIST SHOWCASED: JAMIE DIMON, CEO
Transitioning from Formulating to Implementing JPMORGAN CHASE 270
Strategies 231 Capital Structure 271
The Need for Clear Annual Objectives 231 EPS/EBIT Analysis: Steps to Complete 272 • EPS/EBIT Analysis: An
Establish Policies 233 Example 273 • EPS/EBIT Analysis: Limitations 275
ETHICS CAPSULE 7: DO FIRMS NEED A POLICY AGAINST Projected Financial Statements 275
WORKPLACE PHUBBING? 235 The Free Excel Strategic Planning Template at
www.strategyclub.com 276
Allocate Resources and Manage Conflict 235
Allocate Resources 235 • Manage Conflict 236 ETHICS CAPSULE 8: PROJECTED FINANCIAL STATEMENT
MANIPULATION 277
Match Structure with Strategy 236
GLOBAL CAPSULE 8: THE LEAST (AND MOST) CORRUPT
Types of Organizational Structure 237
COUNTRIES IN THE WORLD FOR DOING BUSINESS 277
The Functional Structure 237 • The Divisional
Steps to Develop Projected Financial S tatements 278 •
Nonprofit
Structure 238 • The Strategic Business Unit
Organizations 279 • P&G’s Actual F inancial Statements 279
Structure 240 • The Matrix Structure 240
• P&G’s Projected Financial S tatements 281 • P&G’s Retained
Do’s and Don’ts in Developing Organizational Charts 242 Earnings Data Table 283
How to Depict an Organizational Chart 243 Corporate Valuation 284
Strategic Production/Operations Issues 245 Corporate Valuation Methods 284
Restructuring and Reengineering 246 • Manage Resistance to Manage Financial Ratios, IPOs, and Bonds 286
Change 246 • Decide Where and How to Produce Goods 247
Financial Ratio Analyses 286 • Go Public with an
Strategic Human Resource Issues 247 IPO? 287 • Issue Bonds to Raise Capital? 288
Link Performance and Pay to Strategy 248 • Balance Work Life IMPLICATIONS FOR STRATEGISTS 288
and Home Life 248 • Promote Diversity 249 • Use Caution
in Hiring a Rival’s Employees 250 • Create a Strategy-Supportive IMPLICATIONS FOR STUDENTS 289
Culture 250 • Use Caution in Monitoring Employees’ Social Chapter Summary 290
Media 251 • Develop a Corporate Well-Being Program 252 Key Terms and Concepts 290
Strategic Marketing Issues 252 Issues for Review and Discussion 290
Segment and Target Markets Effectively 252 • Product ASSURANCE-OF-LEARNING EXERCISES 291
Positioning 253 • Perceptual Mapping 254 Set 1: Strategic Planning for Coca-Cola 291
GLOBAL CAPSULE 7: FOUR GUIDELINES TO FOLLOW IN GLOBAL Exercise 8A: Perform an EPS/EBIT Analysis for Coca-Cola 291
MARKETING 254 Exercise 8B: Prepare Projected Financial Statements for Coca-Cola 292
Engage Customers in Social Media 256 Exercise 8C: Determine the Cash Value of Coca-Cola 292
IMPLICATIONS FOR STRATEGISTS 257 Exercise 8D: Prepare Projected Financial Ratios for Coca-Cola 292
IMPLICATIONS FOR STUDENTS 258 Set 2: Strategic Planning for My University 293
Chapter Summary 259 Exercise 8E: Determine the Cash Value of My University 293
Key Terms and Concepts 259 Set 3: Strategic Planning to Enhance My Employability 293
Issues for Review and Discussion 259 Exercise 8F: Developing Personal Financial Statements 293
ASSURANCE-OF-LEARNING EXERCISES 261 Exercise 8G: A Template Competency Test 293
Set 1: Strategic Planning for Coca-Cola 261 Set 4: Individual versus Group Strategic Planning 294
Exercise 7A: Compare and Contrast Coca-Cola’s Marketing Expenses Exercise 8H: How Severe Are the Seven Limitations to EPS/EBIT
versus Rival Firms 261 Analysis? 294
Exercise 7B: Diagram an Existing and Proposed Organizational Chart for MINI-CASE ON HASBRO, INC.: NERF WANTS TO TAKE OVER
Coca-Cola 261 BARBIE DOLL: THE CASE OF HASBRO, INC. 296
Set 2: Strategic Planning for My University 262 Web Resources 296
Exercise 7C: Develop a Perceptual Map for My University 262 Current Readings 296

Contents 11
PART 4 Strategy Evaluation and Whistle-Blowing 331 • Avoid Bribery 332 • Workplace
Romance 332
Governance 298
Environmental Sustainability 334
Chapter 9 S trategy Evaluation and GLOBAL CAPSULE 10: INDIA IS TURNING GARBAGE INTO
Governance 299 CASH 334
The Strategy-Evaluation Process 300 Sustainability Reports and the Environmental Protection Agency
EXEMPLARY STRATEGIST SHOWCASED: ANTHONY WOOD, (EPA) 335 • International Standardization Organization (ISO)
Certification 336
FOUNDER AND CEO OF ROKU, INC. 300
GLOBAL CAPSULE 9: WHAT COUNTRY’S NEW STRATEGY IS
Corporate Social Responsibility (CSR) 338
CALLED “VISION 2030”? 302 ETHICS CAPSULE 10: TOMS SHOES, INC.: SHOES ARE MAGIC,
PUT SHOES ON EVERY CHILD ON THE PLANET 339
Three Strategy-Evaluation Activities 302
Food Suppliers and Livestock Welfare 339 • Wildlife
Reviewing Bases of Strategy 303 • Measuring Organizational
Welfare 340 • What Firms Are the Best CSR Stewards? 340
Performance 304 • Taking Corrective Actions 306
IMPLICATIONS FOR STRATEGISTS 342
The Balanced Scorecard 307
IMPLICATIONS FOR STUDENTS 342
Boards of Directors: Governance Issues 308
Challenges in Strategic Management 310 Chapter Summary 343
The Art or Science Issue 311 • The Visible or Hidden Issue 311 Key Terms and Concepts 343
ETHICS CAPSULE 9: ACHIEVING EXEMPLARY BUSINESS ETHICS
Issues for Review and Discussion 343
THROUGH EXEMPLARY TRANSPARENCY 312 ASSURANCE-OF-LEARNING EXERCISES 344
Promote Workplace Democracy 312 • Contingency Planning 313 Set 1: Strategic Planning for Coca-Cola 344
• Auditing 314 Exercise 10A: Does Coca-Cola or PepsiCo Win on Sustainability? 344
Guidelines for Effective Strategic Management 314 Set 2: Strategic Planning for My University 344
Exercise 10B: How Does My University Compare to Others on the Use of
IMPLICATIONS FOR STRATEGISTS 317
Green Power? 344
IMPLICATIONS FOR STUDENTS 317 Set 3: Strategic Planning for Myself 345
Chapter Summary 318 Exercise 10C: What Is My Business Ethics Quotient? 345
Key Terms and Concepts 318 Set 4: Individual versus Group Strategic Planning 346
Issues for Review and Discussion 318 Exercise 10D: How Potentially Severe Are the Various Reasons Why
ASSURANCE-OF-LEARNING EXERCISES 319 Workplace Romance Should Be Discouraged? 346
Set 1: Strategic Planning for Coca-Cola 319 MINI-CASE ON CHICK-FIL-A: WHAT COMPANY HAS THE MOST
Exercise 9A: Develop a Balanced Scorecard for Coca-Cola 319 ETHICAL BUSINESS CULTURE? 347
Set 2: Strategic Planning for My University 320 Web Resources 348
Exercise 9B: Prepare a Strategy Evaluation Report for My Current Readings 348
University 320 Endnotes 349
Set 3: Strategic Planning to Enhance My Employability 320
Chapter 11 Global and International Issues 351
Exercise 9C: A Balanced Scorecard to Evaluate My Professional versus
Personal Objectives 320 The Nature of Doing Business Globally 352
Set 4: Individual versus Group Strategic Planning 321 EXEMPLARY STRATEGIST: ANDRE CALANTZOPOULOS, CEO OF
Exercise 9D: How Important Are Various Guidelines for Effective PHILIP MORRIS INTERNATIONAL 352
Strategic Management? 321 Multinational Firms 353 • Labor Unions 354 • Tax
Rates 354
MINI-CASE ON TJX COMPANIES, INC. (TJX): SECRET STRATEGIC
PLANNING WORKS GREAT FOR TJX 323 Advantages and Disadvantages of Doing Business
Web Resources 324 Globally 355
Current Readings 324 The Global Challenge 356
Endnotes 325 Outsourcing and Reshoring 357
U.S. versus Foreign Business Culture 358
Communication Differences across Countries 360
PART 5 Key Strategic-Management
Business Culture across Countries 361
Topics 326
Mexico 361
Chapter 10 Business Ethics, Environmental ETHICS CAPSULE 11: WHICH TWO U.S.-BASED AIRLINES ARE
Sustainability, and Corporate Social WORST ON CUSTOMER SERVICE? 361
Responsibility 327 Japan 362 • China 362 • India 363
EXEMPLARY STRATEGIST SHOWCASED: BILL GATES, FORMER Business Climate across Countries 363
CEO AND CHAIRMAN OF MICROSOFT CORPORATION 328 The African Continent 364 • China 365 • Indonesia 365 •
Why “Good Ethics Is Good Business” 329 India 365
Does It Pay to Be Ethical? 329 • How to Establish an Ethics GLOBAL CAPSULE 11: CHINA AIMS FOR SUPERIORITY IN
Culture 330 QUANTUM COMPUTING 366
Whistle-Blowing, Bribery, and Workplace Romance 331 Mexico 366

12 Contents
IMPLICATIONS FOR STRATEGISTS 367 PART 6 Strategic-Management Case

IMPLICATIONS FOR STUDENTS 367 Analysis 376
Chapter Summary 368
Key Terms and Concepts 368 How to Prepare and Present a Case
Issues for Review and Discussion 368 Analysis 377
Guidelines for Preparing to Discuss a Case in Class 378
ASSURANCE-OF-LEARNING EXERCISES 369
Be Practical 378 • Be Thorough 379 • Be
Set 1: Strategic Planning for Coca-Cola 369
Realistic 379 • Be Specific 379 • Be Original 379
Exercise 11A: Business Culture Variation across Countries: A Report for
Coca-Cola Company 369 Listen and Contribute 379
Exercise 11B: Coca-Cola Wants to Further Penetrate Africa. Can You Help Developing and Delivering a Written Case Analysis 380
Them? 370 Making an Oral Presentation 381
Set 2: Strategic Planning for My University 370 Controlling Your Voice 381 • Managing Body
Exercise 11C: Does My University Recruit in Foreign Countries? 370 Language 381 • Speaking from Slides 382 • Answering
Set 3: Strategic Planning to Enhance My Employability 370 Questions 382 • Presenting a Case Analysis Orally 382
Exercise 11D: How Well-Traveled Are You Compared to Your Tips for Success in Case Analysis 382
Colleagues? 370 ASSURANCE-OF-LEARNING EXERCISE 383
Set 4: Individual versus Group Strategic Planning 371 Strategic Planning to Enhance My Employability: How Important Are
Exercise 11E: How Important Are Various Potential Advantages Various Reasons to Use the Free Excel Strategic Planning Template at
to Initiating, Continuing, or Expanding a Firm’s International www.strategyclub.com? 383
Operations? 371
MINI-CASE ON LYNK & COMPANY: YOU MAY DRIVE A LYNK Glossary 659
SOON 373
Web Resources 374 Name Index 667
Current Readings 374
Endnotes 375 Subject Index 673

Cases
1. Honda Motor Co., Ltd. (HMC) 385

2. The Gap Inc. (GPS) 395
3. Samsung Electronics Co., Ltd. (005930) 404
4. Lenovo Group Limited (992) 415
5. Dick’s Sporting Goods (DKS) 424
6. 11 Bit Studios S.A. (11B) 433
7. JPMorgan & Chase Co. (JPM) 442
8. PPB Group Berhad (4065) 450
9. Nestlé S.A. (NESN) 460
10. Domino’s Pizza, Inc. (DPZ) 471
11. PetMed Express, Inc. (PETS) 481
12. AstraZeneca plc (AZN) 488
13. Shell plc (SHEL) 497
14. The Walt Disney Company (DIS) 506
15. Adidas AG (ADS) 516
16. Shoprite Holdings Ltd. (SHP) 525
17. Woolworths Group (WOW) 534
18. Microsoft Corporation (MSFT) 543
19. Amazon.com (AMZN) 550
20. Nike, Inc. (NKE) 561
21. Under Armour, Inc. (UA) 570
22. Polaris Industries, Inc. (PII) 580
23. PT Matahari Putra Prima Tbk. (MPPA) 587
24. Emirates Group 596
25. General Electric, Inc. (GE) 604
26. Barwa Group (BRES) 615
27. Starbucks Corporation (SBUX) 623
28. PepsiCo, Inc. (PEP) 631
29. National Audubon Society (www.audubon.org) 642
30. MTN Group Limited (MTN) 651
13


Preface
New to This Edition

With this edition we have updated 40 percent of the chapter material, 11 end-of-chapter mini-
cases, and virtually all new examples in the c hapters. Specifically, new material includes the
following items outlined in this section.
Chapter 1 Cohesion Case on Coca-Cola THE COHESION CASE

Company (2018) Coca-Cola Company, 2018
Students apply strategy concepts to Coca-Cola BY FRED R. DAVID
through 25 new, innovative Assurance-of-Learning www.coca-cola.com, KO

Headquartered in Atlanta, Georgia, Coca-Cola Company (Coke) is the world’s largest producer
Exercises provided at the end of chapters. Coca-Cola and distributor of beverages, marketing over 500 nonalcoholic brands in more than 200 countries.
Coke has 21 billion-dollar brands, 19 of which are available in lower- and no-sugar options. Four
is one of the most successful, well-known, and best- of the top five beverages sold globally are Coke products: 1) Coca-Cola, 2) Diet Coke, 3) Fanta,
and 4) Sprite. Other Coke products include Dasani waters, Fanta, Gold Peak teas and coffees,
managed global companies in the world. Honest Tea, Powerade sports drinks, Simply juices, Glaceau Smartwater, Sprite, and Zico coconut
water. However, company’s revenues for 2017 declined 15 percent, so rumblings are spreading
within the firm.
Mini-Cases MINI-CASE ON THE BOSTON CONSULTING GROUP

11 new mini-cases, one at the end of each chapter.
Complete with questions designed to apply WHAT AMERICAN FIRM HELPS THE
Pressmaster/Shutterstock
MOST COMPANIES DO STRATEGIC
chapter concepts, the new mini-cases focus on the PLANNING?
following companies: The answer to the question posed above might be the Boston Consulting Group (BCG) headquartered
in Boston, Massachusetts. A worldwide management-consulting firm founded in 1963, BCG had rev-
• Chapter 1: Tesla, Inc. enues of $6.3 billion in 2017 and more than 16,000 employees. BCG’s President and CEO is Rich
Lesser. BCG was ranked third among Fortune’s “100 Best Companies to Work For” in 2017 and was
• Chapter 2: Ford Motor Company ranked first among Consulting Magazine’s 2016 “Best Firms to Work For.”
In formulating strategies, some firms use BCG’s Advantage Matrix to portray on the x-axis the
• Chapter 3: Sam’s Club “size of a firm’s competitive advantage (Low versus High)” and on the y-axis “the number of ap-
proaches a firm can use to achieve competitive advantage (Low versus High).” Based on these two
• Chapter 4: Procter & Gamble (P&G) axes, strategic implications for firms located in one of four quadrants can be labeled, according to
• Chapter 5: Facebook, Inc.

BCG, as: Fragmented, Specialization, Volume, and Stalemate, as illustrated below:
• Chapter 6: Boston Consulting Group

• Chapter 7: De Beers Group
• Chapter 8: Hasbro, Inc.
• Chapter 9: TJX Companies, Inc.
• Chapter 10: Chick-fil-A
• Chapter 11: Lynk & Company
Chapter Capsules—All NEW EXEMPLARY STRATEGIST SHOWCASED
Within each chapter, a new EXEMPLARY Anthony Wood, Founder and CEO
of Roku, Inc.
STRATEGIST, GLOBAL CAPSULE, and
Andriy Popov/123RF
ETHICS CAPSULE are provided. ETHICS CAPSULE 10
Strategist Capsules—one at the beginning TOMS Shoes, Inc.: Shoes Are Magic, Put Shoes on Every Child on the Planet
respective shoe or pair of sunglasses purchased. Another key te -
of each chapter to showcase an individual that
Yongju Kwon/Shutterstock
net of TOMS’ business model is its nonprofit foundation, Friends

of TOMS, which organizes and leads several meaningful service
is employing strategic management exception- activities, including the One Day Without Shoes initiative aimed at
raising global awareness of health risks associated with not wear -
ing shoes. Supporters of TOMS have the opportunity to volunteer
ally well. for service trips to countries where the company’s donations will be
distributed to local communities in need. On their website, www
Global Capsules—provided to showcase

.tomscampusprograms.com, TOMS provides students with infor-
mation related to how they too can become involved with the
GLOBAL CAPSULE 6 company’s philanthropic efforts. TOMS Shoes showcases how good
the strategic relevance of material to global op-

Headquartered in Santa Monica, California, TOMS Shoes exhibits
ethics, sustainability, and social responsibility is good business; the
high social responsibility, excellent business ethics, and a daily com-
company not only has excellent financial performance but is doing
India’s Economy Is Booming
mitment to fair-labor practices and environmentally sustainable
noticeably well in all three areas of the triple-bottom line perfor -
erations, issues, and conditions. design and manufacturing. Founded by Blake Mycoskie, TOMS
emphasizes philanthropy as an integral part of its - business model— mance (profits, people, and planet).
as evidenced with its “One for One” program through which the
Ethics Capsules—developed to accent the
Source: Based on http://www.toms.com/about-toms#companyInfo and
company donates a pair of shoes or provides vision care with every https://www.privco.com/private-company/toms-shoes#.
fact that “good ethics is good business” across

all aspects of the strategic-management process.
Hywards/Shutterstock
15

16 Preface
Exemplary Strategist Capsules Global Capsules focus on the Ethics Capsules address the
Chapter focus on the following people: following topics: following issues:
1 Legendary Coach of the Green Bay Mobike: Global Bike Renting Takes off What Ethics Variable Is Most Important
Packers—Vince Lombardi Like a Jet Plane in Doing Business?
2 CEO and Founder of FedEx LinkedIn: Clear Core Values, Facebook: Changing Our Mission to
Corporation—Frederick Smith Vision, and Mission Lead to Global Enhance Our Ethics and Integrity
Prominence
3 CEO and Cofounder of Pinterest— What Company Is Growing Fastest Preserve Alaska Wildlife or Boost Alaska
Ben Silbermann Globally? Economy?
4 CEO and Cofounder of Tesla and Bitcoin: The New Global Currency The Sagebrush Lizard versus the Big Oil
SpaceX—Elon Musk Man
5 CEO of Apple, Inc.—Tim Cook How Can a Firm Determine Where to Are CEOs Less Ethical Today Than in
Initiate New Business? Use GDP as a the Past?
Guide
6 CEO of Hobby Lobby—David Green India’s Economy Is Booming As We Strategize We Must Not
Jeopardize Animal Welfare
7 Former CEO of PepsiCo—Indra Four Guidelines to Follow in Global Do Firms Need a Policy against
Nooyi Marketing Workplace Phubbing?
8 CEO of JPMorgan Chase, Jamie The Least (and Most) Corrupt Projected Financial Statement
Dimon Countries in the World for Doing Manipulation
Business
9 CEO and Founder of Roku Inc.— What Country’s New Strategy Is Achieving Exemplary Business Ethics
Anthony Wood Called “Vision 2030”? through Exemplary Transparency
10 CEO (former) and Chairman of India Is Turning Garbage into Cash TOMS Shoes, Inc.: Shoes Are Magic, Put
Microsoft—Bill Gates Shoes on Every Child on the Planet
11 CEO of Philip Morris International— China Aims for Superiority in Which Two U.S.-Based Airlines Are
Andre Calantzopoulos Quantum Computing Worst on Customer Service?
Assurance-of-Learning Exercises —nearly all new and, for the first time ever, organized into
four sets as follows that apply chapter concepts, tools, and techniques:
Set 1: Strategic Planning for Coca-Cola—25 exercises apply chapter material to the Coca-
Cola Cohesion Case to prepare students for doing case analysis on for-profit companies.
Set 2: Strategic Planning for My University—12 exercises apply chapter material to your
college or university to prepare students for doing case analysis on nonprofit organizations.
Set 3: Strategic Planning to Enhance My Employability—14 exercises apply chapter
material to individuals instead of companies to prepare students for making career choices.
Set 4: Individual versus Group Strategic Planning—11 exercises apply chapter material
by comparing the effectiveness of individual versus group decisions; these are fun, in-class
group exercises that yield “a winning individual and winning group” for each activity.
Detailed Chapter-by-Chapter Changes

Chapter 1: THE NATURE OF STRATEGIC MANAGEMENT—SWOT analysis is intro-
duced; the integrative comprehensive strategic-management model is repositioned to the
opening page of each chapter; the model is enhanced to accent the process of strategic
planning being fluid rather than merely a sequence of silo activities.
Chapter 2: BUSINESS VISION AND MISSION—new material is provided on core value state-
ments; new examples abound throughout.
Chapter 3: THE EXTERNAL ASSESSMENT—new material is provided on Porter’s Five-Forces
Model; more guidance is provided regarding how to assign weights and ratings in matrices;
new examples abound throughout; the ratings for a Competitive Profile Matrix now match
the EFE Matrix in form and meaning.

Preface 17
Chapter 4: THE INTERNAL ASSESSMENT—this chapter has been revamped and shortened;
the marketing material is enhanced; new examples abound throughout; the ratings for an IFE
Matrix now match the EFE Matrix ratings in form and meaning.
Chapter 5: STRATEGIES IN ACTION—new material includes Blue Ocean Strategy, Value
Chain Analysis, Porter’s Two Generic Strategies, and the need for firms to “BUILD, BOR-
ROW, or BUY.”
Chapter 6: STRATEGY ANALYSIS AND CHOICE—the presentation of this chapter that in-
cludes SWOT, BCG, IE, SPACE, GRAND, and QSPM analyses is enhanced and shortened;
two new pages reveal how to estimate costs of recommendations.
Chapter 7: IMPLEMENTING STRATEGIES: MANAGEMENT AND MARKETING ISSUES—
the title of this chapter changed to reflect new marketing material; our new coauthor is a
marketing professor at Baylor University; this chapter is fully updated and enhanced, espe-
cially with new target marketing, segmentation, and positioning analyses.
Chapter 8: IMPLEMENTING STRATEGIES: FINANCE AND ACCOUNTING I SSUES—the
title of this chapter changed since marketing material moved; there is enhanced presentation
of financial and accounting tools, such as EPS/EBIT analysis, Corporate Valuation, and Pro-
jected Financial Statements; a new running example for P&G is provided; numerous author
comments are given regarding the strategic planning template at www.strategyclub.com.
Chapter 9: STRATEGY EVALUATION AND GOVERNANCE—the title of this chapter changed
due to excellent new material on corporate governance being presented.
Chapter 10: BUSINESS ETHICS, ENVIRONMENTAL SUSTAINABILITY, AND CORPORATE
SOCIAL RESPONSIBILITY—this chapter provides updated and new coverage of ethics, work-
place romance, hiring away rival firms’ employees, wildlife welfare, and sustainability. This text
reveals why “good ethics is good business” and why this is a strategic issue. The sustainability
discussion is improved to promote and encourage firms to conduct operations with respect for
the environment, an important concern for consumers, companies, society, and AACSB.
Chapter 11: GLOBAL AND INTERNATIONAL ISSUES—this chapter is enhanced and short-
ened but provides new coverage of cultural and conceptual strategic-management differ-
ences across countries. Doing business globally has become a necessity in most industries.
Part 6: STRATEGIC MANAGEMENT CASE ANALYSIS—this section that follows all chapters
has been totally rewritten to be more concise and revealing for students performing case analysis.
22 Author-Created Video Assignments in the MyLab

We have added 11 videos introducing the content of each chapter and 11 videos discussing a
variety of important topics such as mission statement delivery, BCG matrix, corporate evaluation,
etc. created by the author. Each video is associated with multiple-choice questions to help students
assess their learning.
Solving Teaching and Learning Challenges

The primary challenge facing strategy professors is to keep students engaged while m aking sure
business skills are learned. This text leads all others in being practical, skills-oriented, and unfolding
in the same manner as the process of actually doing strategic planning unfolds. Students and pro-
fessors alike appreciate this practical approach presented in a concise, conversational, and exciting
manner—beginning with the integrative model of the strategic-management process that unifies all
chapters. All of the 11 end-of-chapter Mini-Cases, 471 Review Questions, and 62 Assurance-of-
Learning Exercises are designed s pecifically to apply chapter concepts.
The Case Rationale

Case analysis remains the primary learning vehicle used in most strategic-management classes,
for five important reasons:
1. A
nalyzing cases gives students the opportunity to work in teams to evaluate the internal operations
and external issues facing various organizations and to craft strategies that can lead these firms to

18 Preface
success. Working in teams gives students practical

experience in solving problems as part of a group.
In the business world, important decisions are gen-
erally made within groups; strategic-management
students learn to deal with overly aggressive group
members as well as timid, noncontributing group
members. This experience is valuable because
strategic-management students are near graduation
and will soon enter the working world full-time.
2. Analyzing cases enables students to improve
their oral and written communication skills as
well as their analytical and interpersonal skills
by proposing and defending particular courses
of action for the case companies.
3. Analyzing cases allows students to view a com-
pany, its competitors, and its industry concur-
rently, thus simulating the complex business
world. Through case analysis, students learn
how to apply concepts, evaluate situations, for-
mulate strategies, and resolve implementation
problems.
4. Analyzing cases allows students to apply con-
Source: Fred R. David, “How Companies Define Their Mission,” Long Range Planning 22, no. 1
(February 1989): 91. See also Anik Ratnaningsih, Nadjadji Anwar, Patdono Suwignjo, and Putu cepts learned in many business courses. Students
Artama Wiguna, “Balance Scorecard of David’s Strategic Modeling at Industrial Business for National
Construction Contractor of Indonesia,” Journal of Mathematics and Technology, no. 4 (October 2010): 20. gain experience dealing with a wide range of or-
ganizational problems that impact all the business
functions.
5. Analyzing cases gives students practice in applying concepts, evaluating situations, formu-
lating a “game plan,” and resolving implementation problems in a variety of business and
industry settings.
The New Concepts-by-Cases Matrix

All 30 cases facilitate coverage of all strategy concepts, but as revealed by shaded cells, some
cases especially exemplify particular key strategy concepts. The shaded cells reveal which con-
cepts are tested with multiple-choice questions in the MyLab. The Concepts-by-Cases matrix
enables professors to effectively utilize different cases to assure student learning of various chap-
ter concepts. Note from the shaded boxes that two, three, or four cases are used to test each
strategic-management concept. This new, innovative ancillary promises to elevate the case learn-
ing method to new heights in teaching strategic management.
The Case MyLab Testing Feature

The Concepts-by-Cases matrix facilitates student learning of 30 key strategic-management con-
cepts applied to 30 cases. The Case MyLab Testing feature assures that the students can test
their understanding of cases and the key strategic-management concepts, thus serving as a great
mechanism for professors to achieve AACSB Assurance-of-Learning Objectives. This new test-
ing feature simplifies grading for professors in both traditional and online class settings.
This MyLab assessment includes 25 multiple-choice questions for each case, comprising
10 Basic questions that simply test whether the student read the case before class, and 15 Applied
questions that test the student’s ability to apply various strategic-management concepts. The 15
Applied questions are presented in three sets of five that pertain to key concepts of particular
importance for the respective case. This testing feature enables professors to determine, before
class if desired, whether students (1) read the case in Basic terms, and/or (2) are able to Apply
strategy concepts to resolve issues in the case. For example, the MyLab case Basic question may
be: In what country is Domino’s Pizza headquartered? Whereas a MyLab case Applied question
may be: What are three aspects of the organizational chart given in the Domino’s Pizza case that
violate strategic-management guidelines?

Preface 19
The Chapter Warm-up assessment helps you hold your students

accountable for READING and demonstrating their knowledge on key
concepts in each chapter before coming to class.
Chapter Quizzes
Every chapter has quizzes written by the textbook authors so you can as-
sess your students’ understanding of chapter learning objectives.
The David Approach Is Unique

This textbook is globally considered to be the most practical, skills-oriented strategic manage-
ment textbook on the market. All chapters unfold from a widely used integrative model of strate-
gic planning, so students learn the “process of doing strategic planning,” rather than focusing on
seminal theories in strategy. The David approach is “learning by doing”—students develop skills
that can enhance their own employability through numerous features, such as 62 new Assurance-
of-Learning end-of-chapter exercises in this edition.

20 CONCEPTS-BY-CASES MATRIX
Management Concepts
Strategy Model/Process
Value Chain Analysis
Porter’s Two Generic

Competitive Profile
Porter’s Five Forces
Benchmarking
Strategy Types
Vision/Mission
Key Strategic
Statements
EFE Matrix
IFE Matrix
Strategies
Matrix
3 3 5 4 5 4 3 5 4 3
Case 1 Honda Motor Co., Ltd.
Case 2 The Gap Inc.
Case 3 Samsung Electronics Co., Ltd.
Case 4 Lenovo Group Limited
Case 5 Dick’s Sporting Goods
Case 6 11 Bit Studios S.A.
Case 7 JPMorgan & Chase Co.
Case 8 PPB Group Berhad
Case 9 Nestlé S.A.
Case 10 Domino’s Pizza, Inc.
Case 11 PetMed Express, Inc.
Case 12 AstraZeneca plc
Case 13 Shell plc
Case 14 The Walt Disney Company
Case 15 Adidas AG
Case 16 Shoprite Holdings Ltd.
Case 17 Woolworths Group
Case 18 Microsoft Corporation
Case 19 Amazon.com
Case 20 Nike, Inc.
Case 21 Under Armour, Inc.
Case 22 Polaris Industries, Inc.
Case 23 PT Matahari Putra Prima Tbk.
Case 24 Emirates Group
Case 25 General Electric, Inc.
Case 26 Barwa Group
Case 27 Starbucks Corporation
Case 28 PepsiCo, Inc.
Case 29 National Audubon Society
Case 30 MTN Group Limited

2
First Mover Advantages
4
SWOT Matrix
A01_DAVI1405_17_GE_FM.indd 21
4
SPACE Matrix
5
BCG & IE Matrices
3
Grand Strategy & QSPM
4
Organizational Structure
2
Organizational Culture
Market Segmentation &

3
Product Position
5
EPS-EBIT Analysis
Projected Financial
6
Statements
5
Company Valuation
3
Balanced Scorecard
1
Governance
2
Business Ethics
Environmental
2
Sustainability
CONCEPTS-BY-CASES MATRIX 21
04/05/22 9:37 PM
22 Preface
In addition, we offer more coverage on important topics, such as business ethics, social re-
sponsibility, and sustainability, than any other strategic-management textbook, including topics
such as bribery, workplace romance, devising codes of ethics, taking a position (or not) on so-
cial issues, and preserving wildlife—topics that
other textbooks do not mention, even though
companies continually face strategic decisions The Association to Advance Collegiate
in these areas. Schools of Business (AACSB) Interna-
We also offer more overage of global/international increasingly advocates a more
tional issues than any other strategic-management skills-oriented, practical approach
textbook, including topics such as how business in business books, which this text
provides, rather than a theory-based
culture, taxes, tariffs, political stability, and eco-
approach.
nomic conditions vary across countries—all
framed from a strategic-planning perspective.
Lastly, this textbook is trusted across five
continents to provide students (and managers) the latest skills and concepts needed to effectively
formulate and efficiently implement a strategic plan—a game plan, if you will—that can lead to
sustainable competitive advantages for any type of business. This text meets all AACSB Inter-
national guidelines for the strategic-management course at both the graduate and undergraduate
levels, and previous editions have been used at more than 500 colleges and universities globally.
Developing Employability Skills

Using this text, students learn how to actually do strategic planning—this is a huge employability
skill because employers recognize the benefits of employees having an understanding of what a
firm is trying to achieve and why. Nearly all students using this text also use the free strategic-
planning template at the www.strategyclub.com author website; many students include this skill
on their resume to showcase their experience using this Excel software commonly used by busi-
nesses for doing actual strategic planning.
Instructor Teaching Resources

The following supplements are available with this text:
Supplements available
to instructors at www.
pearsonglobaleditions.com Features of the Supplement
Chapter Instructor’s Resource • Chapter-by-chapter summaries
Manual • Chapter Outlines with teaching tips
authored by Forest David • Answers to end-of-chapter Review Questions
• Answers to the end-of-chapter Assurance-of-Learning Exercises
• Answers to the end-of-chapter two Mini-Case Questions
• Examples and activities not in the main book
Case Instructor’s Manual • Case abstract followed by a complete strategic plan for the firm
authored by Forest David • Vision and mission statements
• External and internal assessments with ratio analyses
• Analyses that include SWOT, BCG, IE, SPACE, GRAND, QSPM
• Recommendations and projected financial statements
Test Bank Over 1,500 multiple-choice and true/false questions with these annotations:
authored by Ramachandran • Difficulty level (1 for straight recall, 2 for some analysis, 3 for complex analysis)
Subramanian from Stetson • Type (multiple-choice, true/false, and essay questions)
University • Learning Objective (the concept the question supports)
• AACSB learning standard (Written and Oral Communication; Ethical Understanding and Reasoning;
Analytical Thinking; Information Technology; Interpersonal Relations and Teamwork; Diverse and
Multicultural Work; Reflective Thinking; Application of Knowledge)

Preface 23
Supplements available
to instructors at www.
pearsonglobaleditions.com Features of the Supplement
Computerized TestGen TestGen allows instructors to:
• Customize, save, and generate classroom tests
• Edit, add, or delete questions from the Test Item files
• Analyze test results
• Organize a database of tests and student results.
PowerPoint Presentation PowerPoints meet accessibility standards for students with disabilities. Features include, but are not
authored by Ramachandran limited to:
Subramanian from Stetson • Keyboard and Screen Reader access
University • Alternative text for images
• High color contrast between background and foreground colors
• Image Library includes graphs, tables, and equations.


Acknowledgments
The strength of this text is largely attributed to the collective wisdom, work, and experiences of
strategic-management professors, researchers, students, and practitioners. Names of individuals
whose published research is referenced in this edition are listed alphabetically in the Name Index.
To all individuals involved in making this text so popular and successful, we are indebted and
thankful. Thank you also Dr. Yajiang Wang at Hebei University for your emails to us regarding
the weights versus ratings in an IFE Matrix.
Many special persons and reviewers contributed valuable material and suggestions for this
edition. We would like to thank our colleagues and friends at Baylor University, Auburn Uni-
versity, Mississippi State University, East Carolina University, the University of South Carolina,
Campbell University, the University of North Carolina at Pembroke, and Francis Marion Univer-
sity. We have taught strategic management or marketing courses at all these universities. Scores
of students and professors at these schools helped shape the development of this text.
We thank you, the reader, for investing the time and effort to read and study this text. It will
help you formulate, implement, and evaluate strategies for any organization with which you be-
come associated. We hope you come to share our enthusiasm for the rich subject area of strategic
management and for the systematic learning approach taken in this text. We want to welcome
and invite your suggestions, ideas, thoughts, comments, and questions regarding any part of this
text or the ancillary materials.
Please contact Dr. Fred R. David at freddavid9@gmail.com, or write him at the School of
Business, Francis Marion University, Florence, SC 29501. We sincerely appreciate and need your
input to continually improve this text in future editions. Your willingness to draw our attention to
specific errors or deficiencies in coverage or exposition will especially be appreciated.
Thank you for using this text.
—Fred R. David
—Forest R. David
—Meredith E. David
Global Edition Acknowledgments

Pearson would like to thank the following reviewers for their work on the Global Edition.
Global Edition Reviewers

Gouri Appasamy, Universiti Teknologi MARA
Yusof Ismail, International Islamic University Malaysia
Noorain Mohd Nordin, Universiti Teknologi MARA
Karan Vishwanath, University of London
25

Fred, Forest, and Meredith would like to especially thank the family matriarch, Joy
David, who has been married to Fred for 45 years, is Forest and Meredith’s mom,
and has supported the family book-writing activities for decades.

About the Authors
Fred R. David, Forest R. David, and Meredith E. David are a father–son-daughter team that have
published more than 50 articles in journals such as Academy of Management Review, Academy of
Management Executive, Journal of Applied Psychology, Long Range Planning, International Jour-
nal of Management, Journal of Business Strategy, and Advanced Management Journal. Six recent
journal articles by the authors, listed below, are changing the way strategic-management courses are
taught.
David, Meredith E. and Fred R. David, “Strategic Planning for Individuals: A Proposed
Framework and Method,” SAM Advanced Management Journal, (Winter 2018).
David, Fred R., Meredith E. David, and Forest R. David, “The Integration of Marketing
Concepts in Strategic Management Courses: An Empirical Analysis,” SAM Advanced
Management Journal, (Winter 2017).
David, Fred R., Meredith E. David, and Forest R. David, “How Important Is Finance Coverage
in Strategic Management? A Content Analysis of Textbooks,” International Journal of
Business, Marketing, and Decision Sciences (IJBMDS), 4, no. 1, (Winter 2016), pp. 64–78.
David, Fred R., Forest R. David, and Meredith E. David, “Benefits, Characteristics, Components,
and Examples of Customer-Oriented Mission Statements,” International Journal of
Business, Marketing, and Decision Sciences (IJBMDS), 9, no. 1, (Fall 2016), pp. 1–14.
David, Meredith E., Fred R. David, and Forest R. David, “The Quantitative Strategic Planning
Matrix: A New Marketing Tool,” Journal of Strategic Marketing, 3, (April 2016), pp. 1–11.
David, Meredith E. and Fred R. David, “Are Key Marketing Topics Adequately Covered in
Strategic Management?” Journal of Strategic Marketing, 24, (March 2016), pp. 1–13.
Fred has been lead author of this textbook for three decades. This text is a
global leader in the field of strategic management providing an applications,
practitioner-approach to the discipline. About 500 colleges and universities cur-
rently use this textbook across about 20 countries. With a Ph.D. in Management
from the University of South Carolina, Dr. David is currently the TranSouth
Professor of Strategic Planning at Francis Marion University in Florence, South
Carolina. He has published more than 100 academic journal articles and cases.
Fred R. David
Forest has been sole author of the Case Instructor’s Manual for seven editions
of this textbook. This Manual provides extensive teachers’ notes (solutions)
for all the cases. Forest has also been sole author of the Chapter Instructor’s
Manual, Case MyLab, and Chapter MyLab ancillaries, as well as the free
Excel Student Template found on the author website (www.strategyclub.
com). Forest has published more than 80 strategic management cases, ar-
ticles, and papers. He has taught strategic-management courses at Mississippi
State University and Francis Marion University, and management courses at
Campbell University.
Forest R. David
27

28 ABOUT THE AUTHORS
Meredith holds a Ph.D. in Business Administration from the University of South

Carolina and an MBA Degree from Wake Forest University. She is currently an
Assistant Professor of Marketing at Baylor University in Waco, Texas. She has
published more than 30 articles, cases, and papers on marketing and strategic
management in such journals as Journal of Consumer Behavior, Journal of
Advertising, Journal of Strategic Marketing, European Journal of Marketing,
and Journal of Business Research. Meredith has traveled the world over as a pro-
fessor and student. Meredith recently received the prestigious Young Researcher
Award in the Hankamer School of Business at Baylor University, and taught
strategic management at Jiao Tong University in Shanghai, China.
Meredith E. David

STRATEGIC
MANAGEMENT
Concepts and Cases

PART 1
OVERVIEW OF STRATEGIC MANAGEMENT
1
Chapter 10: Business Ethics, Environmental Sustainability, and Social Responsibility
Feedback Loop
The External
Assessment
Chapter 3
Implementing Implementing
Strategy
Business Strategy Strategies: Strategies:
Strategies Evaluation
Vision and Analysis and Management Finance and
in Action and
Mission Choice and Marketing Accounting
Chapter 5 Governance
Chapter 2 Chapter 6 Issues Issues
Chapter 9
Chapter 7 Chapter 8
The
Internal
Assessment
Chapter 4
Chapter 11: Global and International Issues
Strategy Strategy Strategy

Formulation Implementation Evaluation
FIGURE 1-1
The Comprehensive, Integrative Strategic-Management Model
Source: Fred R. David, “How Companies Define Their Mission,” Long Range Planning 22, no. 1
(February 1989): 91. See also Anik Ratnaningsih, Nadjadji Anwar, Patdono Suwignjo, and Putu
Artama Wiguna, “Balance Scorecard of David’s Strategic Modeling at Industrial Business for National
Construction Contractor of Indonesia,” Journal of Mathematics and Technology, no. 4 (October 2010): 20.
30
M01_DAVI1405_17_GE_C01.indd 30 19/04/22 1:32 AM

The Nature of Strategic
Management
LEARNING OBJECTIVES
After studying this chapter, you should be able to do the following:
1-1. Describe the strategic-management process.

1-2. Discuss the three stages of activities for strategy formulation, implementation,
and evaluation activities.
1-3. Explain the need for integrating analysis and intuition in strategic management.
1-4. Define and give examples of key terms in strategic management.
1-5. Describe the benefits of engaging in strategic management.
1-6. Explain why some firms do not engage in strategic planning.
1-7. Describe the pitfalls in doing strategic planning.
1-8. Discuss the connection between business and military strategies.
1-9. Explain how this course can enhance a student’s employability.
ASSURANCE-OF-LEARNING EXERCISES
The following exercises are found at the end of this chapter:
SET 1: Strategic Planning for Coca-Cola
EXERCISE 1A: Gather Strategy Information for Coca-Cola Company
EXERCISE 1B: Enter Coca-Cola Vitals into the Strategic Planning Template
SET 2: Strategic Planning for My University

EXERCISE 1C: Perform SWOT Analysis for My University
SET 3: Strategic Planning to Enhance My Employability

EXERCISE 1D: Perform SWOT Analysis on Myself
SET 4: Individual versus Group Strategic Planning

EXERCISE 1E: How Detrimental Are Various Pitfalls in Strategic Planning?
MyLab Management
Improve Your Grade!
If your instructor is using MyLab Management, visit www.pearson.com/mylab/management
for videos, simulations, and writing exercises.
31
M01_DAVI1405_17_GE_C01.indd 31 19/04/22 1:32 AM

32 PART 1 • OVERVIEW OF STRATEGIC MANAGEMENT
C
hapter 1 provides an overview of strategic management, introduces a practical, integra-
tive model of the strategic-management process (illustrated in Figure 1-1), and defines
basic activities and terms in strategic management. The primary focus of this textbook
is on “learning by doing.” From this text, students learn “how to do strategic planning.” The
integrative model reveals the “layout of this text” and the “process of strategic planning” so
students can follow the journey in a meaningful way.
An exciting new feature of this edition at the beginning of each chapter is an exemplary strate-
gist capsule to showcase a famous strategist for doing an exemplary job applying strategic-planning
concepts, tools, and techniques. The first person featured for excellent strategic-management prac-
tices is Vince Lombardi, former head coach and General Manager of the Green Bay Packers pro-
fessional football team. At the end of each chapter, a new, one-page, mini-case on a company is
provided with respective questions that apply various concepts, tools, and techniques presented.
LO 1.1 What Is Strategic Management?

Strategic management is the art and science of formulating, implementing, and evaluating
cross-functional decisions that enable an organization to achieve its objectives. As this definition
implies, strategic management focuses on integrating management, marketing, finance, account-
ing, production, and information systems to achieve organizational success. Strategic manage-
ment can also be defined as the executive-level activity of distributing resources across products
and regions to gain a sustainable competitive advantage over rivals.
Firms have liberty to compete many different ways in a variety of geographic areas, so deci-
sions must be made regarding what markets to enter, what markets to avoid, which competitor’s
space to invade, and which to avoid. A firm’s survival can hinge on these decisions being right;
this textbook unveils the process needed for making effective strategic decisions. For example,
Westinghouse Electric’s recent strategy to build a new generation of nuclear power plants was
ill formulated and thus resulted in bankruptcy and eventual acquisition (in 2018) by Canada’s
Brookfield Business Partners LP.
EXEMPLARY STRATEGIST SHOWCASED
Coach Vince Lombardi CSU Archives/Everett Collection Inc/Alamy
The legendary football coach of the Green Bay Packers, Vince Lombardi
(1913–1970) changed a losing culture into a winning culture. Founded
in 1919 and headquartered in the small, frigid Wisconsin town of Green
Bay, the Packers are the only nonprofit, community-owned major league
professional sports team in the United States. The third-oldest franchise
in the National Football League (NFL), the Packers were perennial losers
until Vince Lombardi took over in 1959 as head coach and general man-
ager. The very existence of the Packer franchise was in jeopardy when
Stock Photo
Lombardi arrived in Green Bay. Coming off a 1–10–1 season and 11

straight losing seasons, Lombardi led the Packers to 3 NFL champion-
ships in his first 7 seasons. The Pro Football Hall of Fame says: “Lombardi
is arguably the greatest football coach of all time and is on the short
list of history’s greatest coach, regardless of sport.” Because of his suc- 3. The difference between a successful person and others is not a lack
cess as both a manager and strategist, Lombardi became a national sym- of strength and not a lack of knowledge, but rather a lack of will.
bol of single-minded determination to win. The following quotes from 4. Winning is a habit. Watch your thoughts, they become your
Vince Lombardi reveal his basic strategy for winning, which was based beliefs. Watch your beliefs, they become your words. Watch your
on building character, commitment, and setting an exemplary example: words, they become your actions. Watch your actions, they be-
come your habits. Watch your habits, they become your character.
1. Winning is not everything, but making the effort to win is.
2. The objective is to win—fairly, squarely, decently, by the rules, Source: Based on Michael Mink, “Coach Vince Lombardi Set A Superb
but to win. Standard,” Investors Business Daily, (February 5, 2016): A3.
M01_DAVI1405_17_GE_C01.indd 32 19/04/22 1:32 AM

CHAPTER 1 • The Nature of Strategic Management 33
Formulating strategies such as deciding what to produce and where, when, and how to
compete is what leads to a sustainable competitive advantage. Even the best strategies must
be implemented well through operational- or tactical-level activities like hiring and motivating
employees, cutting costs, benchmarking, outsourcing, securing financing, and keeping facilities
warm (or cool). Implementation activities are vitally important and must be monitored by strate-
gists, but effectively formulated strategies, more so than operational tactics, is generally what
leads to sustained competitive advantages.
To gain a sustainable competitive advantage, firms need to provide unique products and
services. Uniqueness matters. For example, Apple’s computers, iPads, and iPhones all run on
Apple’s unique operating system; the only way to have an iPhone is to also be a user of Apple’s
operating system. To assure “effective uniqueness,” firms must accept concessions in the strategy
process to gain a sustainable competitive as exemplified in the Apple example. Another example
is Rolex, and the company not offering cheaper lines of watches. Rolex has resisted increasing
market share by offering new cheaper product lines to attract new customers. Instead, Rolex has
maintained its unique reputation and market share as the top luxury watch brand in the world.
Rolex, and all successful firms, thus make tradeoffs and tough decisions throughout the process
of developing, producing, and selling products.
Chapter 2 discusses core values, vision, and mission—items that represent the starting point
for developing and nurturing a firm’s uniqueness. Everything in strategy flows from a particular
firm’s core values, vision, and mission, and all successful firms are different (unique) from rival
firms in some key ways.
The term strategic management is used at many colleges and universities as the title for the
capstone course in business administration. This course integrates material from all business
courses, and in addition, introduces new strategic-management concepts and techniques being
widely used by firms. Two special features of this text are a Cohesion Case (on Coca-Cola) and
end-of-chapter assurance-of-learning exercises, as described in Table 1-1.
Strategic Planning
The term strategic management in this text is used synonymously with the term strategic plan-
ning. The latter term is more often used in the business world, whereas the former is often used
in academia. Sometimes the term strategic management is used to refer to strategy formulation,
TABLE 1-1 A Cohesion Case and Assurance-of-Learning Exercises

A distinguishing, popular feature of this text is the Cohesion Case, named so because a written case on
a company (Coca-Cola) appears at the end of this chapter, and then all other subsequent chapters feature
end-of-chapter assurance-of-learning exercises to apply strategic-planning concepts, tools, and techniques
to the Cohesion Case company. Coca-Cola is a well-known, well-managed global firm undergoing stra-
tegic change. By working through the Coca-Cola–related exercises, students become well prepared to
develop an effective strategic plan for any company (case) assigned to them. Case analysis is a core part
of almost every strategic-management course globally.
We are thrilled to provide new sets of end-of chapter assurance-of-learning exercises. All exercises
have been carefully designed to “assure learning” by applying chapter concepts, tools, and techniques
in a fun and meaningful way to best assure that competence is gained in particular employability skills
discussed near the end of this chapter. The four sets of assurance-of-learning exercises that appear at the
end of each chapter are as follows:
Set 1: Strategic Planning for Coca-Cola—Exercises that apply chapter material to the Coca-Cola Cohesion
Case Company; these exercises ready students for doing case analysis as “knowledge application and
analysis” and “information technology” skills are honed.
Set 2: Strategic Planning for My University—Exercises that apply chapter material to your college or
university; these exercises ready students for doing case analysis in nonprofit organizations as “business
ethics and social responsibility” and “data literacy” skills are honed.
Set 3: Strategic Planning to Enhance My Employability—Exercises that apply chapter material to in-
dividuals instead of companies; these exercises prepare students for making career choices and enable
students to apply strategy tools, techniques, and concepts to enhance their own career.
Set 4: Individual versus Group Strategic Planning—Exercises that apply chapter material by comparing the
effectiveness of individual versus group decisions; these are fun in-class group activities that yield “a winning
individual and a winning group” for each exercise as critical-thinking and collaboration skills are honed.
M01_DAVI1405_17_GE_C01.indd 33 19/04/22 1:32 AM

implementation, and evaluation, with strategic planning referring only to strategy formulation.
The purpose of strategic planning is to exploit and create new and different opportunities for
tomorrow; long-range planning, in contrast, tries to optimize for tomorrow the trends of today.
The term strategic planning originated in the 1950s and was popular between the mid-1960s
and the mid-1970s. During these years, strategic planning was widely believed to be the answer
for all problems. At the time, much of corporate America was “obsessed” with strategic plan-
ning. Following that boom, however, strategic planning was cast aside during the 1980s as vari-
ous planning models did not yield higher returns. The 1990s, however, brought the revival of
strategic planning, and the process is widely practiced today in the business world.
A strategic plan is, in essence, a company’s game plan. Just as an athletic team needs a good
game plan to have a chance for success, a company must have a good strategic plan to compete
successfully. Profit margins among firms in most industries are so slim that there is little room
for error in the overall strategic plan. A strategic plan results from tough managerial choices
among numerous good alternatives, and it signals commitment to specific markets, policies, pro-
cedures, and operations in lieu of other, “less desirable” courses of action.
The Strategic-Management Model

The strategic-management model shown in Figure 1-1 is a widely accepted, comprehensive
depiction of the strategic-management process.1 The process conveyed does not guarantee suc-
cess, but it does represent a clear and practical approach for formulating, implementing, and
evaluating strategies. Relationships among major components of the strategic-management pro-
cess are shown in the model, which appears on the opening page of all subsequent chapters with
appropriate area of the model shaded to show the particular focus of the chapter. This text is
organized around the model because it reveals how organizations actually do strategic planning.
There are three important questions to answer in preparing a strategic plan:
Where are we now?
Where do we want to go?
How are we going to get there?
Identifying an organization’s existing vision, mission, objectives, and strategies is the logi-
cal starting point for strategic management because a firm’s present situation and condition may
preclude certain strategies and may even dictate a particular course of action. Every organiza-
tion has a vision, mission, objectives, and strategy, even if these elements are not consciously
designed, written, or communicated. The answer to where an organization is going can be deter-
mined largely by where the organization has been!
The strategic-management process is dynamic and continuous. A change in any one of the
major components in the model can necessitate a change in any or all of the other components.
For instance, various third-world countries coming online could represent a major opportunity
and require a change in long-term objectives and strategies; a failure to accomplish annual objec-
tives might require a change in policy; or a major competitor’s change in strategy might require
a change in the firm’s mission. The activities represented in Figure 1-1 are not independent silos;
they represent an interrelated process. Thus, activities for strategy formulation, implementation,
and evaluation should be performed on a continual basis, not just at the end of the year or semi-
annually. The strategic-management process never really ends.
In Figure 1-1, perhaps the most important “activity” is the feedback loop because strategy
must be thought of as a “verb rather than a noun.” The stages of strategic management (formula-
tion, implementation, and evaluation) are so fluid as to be virtually indistinguishable when one
starts and the other ends. Continuous feedback enables firms to readily adapt to changing condi-
tions; when anyone is preparing an external or internal assessment or even implementing strategies,
they should be mindful of the firm’s vision and mission. The feedback loop reveals that a change
in any strategic-planning activity can impact any or all other activities. For example, changes in
a firm’s mission can impact all other activities; everything a firm does should be mission driven.
Note in Figure 1-1 that business ethics, social responsibility, environmental sustainability,
and international issues impact all activities in the model, as discussed in Chapters 10 and 11,
respectively. Regarding business ethics, recent research revealed in the Ethics Capsule 1 con-
cludes that “trustworthiness” is the most important variable in doing business.
M01_DAVI1405_17_GE_C01.indd 34 19/04/22 1:32 AM

ETHICS CAPSULE 1
What Ethics Variable Is Most Important in Doing Business?
Professor Cuddy explains, “From an evolutionary perspective, it
was more crucial to our survival that we know quickly whether a
person(s) deserves our trust.” In other words, for nearly a million
MAURICIO ANTON/Science Photo

years of man’s evolution, when people first met other people, they
assessed within seconds whether the new person(s) was trustwor-
thy, meaning is this person going to steal from us or try to kill us.
Trustworthiness, these authors report, was always assessed before
competence (i.e., can this person start a fire or catch a fish). Cuddy
Library/Getty Images
says competence is evaluated today only after trust is established
because physically and psychologically, man today is the result of
various traits being promoted and others extinguished over the
millennia, and trustworthiness is number one according to these
researchers.
Curry, Fiske, and Glick go on to say that focusing too much
Who Is This Approaching? today on displaying your strengths or that you are smart, whether
in a job interview or in seeking to do business with someone, can
Three professors from Harvard Business School, Amy Cuddy, Susan backfire. Cuddy says, “A warm, trustworthy person who is also
Fiske, and Peter Glick, recently revealed in a new book, Presence, strong elicits admiration, but only after you’ve established trust does
that the most important variable in doing business with someone your strength become a gift, rather than a threat.”
you do not know is trustworthiness. The authors say that within
seconds of meeting someone, people determine first and foremost Based on Jenna Goudreau, A Harvard psychologist says people judge
the extent that the person is trustworthy. They say that variable is you based on 2 criteria when they first meet you, http://www.aol.com/
far more important than competence, intelligence, looks, strength, article/2016/01/16/a-harvard-psychologist-says-people-judge-you-
height, and numerous other variables. based-on-2-criteria/21298315/?cps=gravity_4816_5749740174701162847
The strategic-management process is not as cleanly divided and neatly performed in practice
as the strategic-management model suggests. Strategists do not go through the process in lock-
step fashion. Generally, there is give-and-take among hierarchical levels of an organization. To
develop a strategic plan, many organizations conduct formal meetings semiannually to discuss
and update the firm’s vision, mission, opportunities, threats, strengths, weaknesses, strategies,
objectives, policies, and performance. These meetings are commonly held off premises and are
called retreats. The rationale for periodically conducting strategic-management meetings away
from the work site is to encourage more creativity and candor from participants. Good communi-
cation and feedback are needed throughout the strategic-management process.
Application of the strategic-management process is typically more formal in larger and well-
established organizations. Formality refers to the extent that participants, responsibilities, author-
ity, duties, and “basic approach” are objective and clear rather than subjective and vague. Smaller
businesses tend to be less formal. Firms that compete in complex, rapidly changing environ-
ments, such as technology companies, tend to be more formal in strategic planning. Firms that
have many divisions, products, markets, and technologies also tend to be more formal in apply-
ing strategic-management concepts. Greater formality in applying the strategic-management
process is usually positively associated with organizational success.2
Stages of Strategic Management LO 1.2

The strategic-management process consists of three stages: strategy formulation, strategy
implementation, and strategy evaluation. Strategy formulation includes developing a vision and
mission, identifying an organization’s external opportunities and threats, determining internal
strengths and weaknesses, establishing long-term objectives, generating alternative strategies,
and choosing particular strategies to pursue. Strategy-formulation issues include deciding what
new businesses to enter, what businesses to abandon, whether to expand operations or diversify,
whether to enter international markets, whether to merge or form a joint venture, and how to
avoid a hostile takeover.
M01_DAVI1405_17_GE_C01.indd 35 19/04/22 1:32 AM

Because no organization has unlimited resources, strategists must decide which alterna-
tive strategies will benefit the firm most. Strategy-formulation decisions commit an organiza-
tion to specific products, markets, resources, and technologies over an extended period of time.
Strategies determine long-term competitive advantages. For better or worse, strategic decisions
have major multifunctional consequences and enduring effects on an organization. Top managers
have the best perspective to understand fully the ramifications of strategy-formulation decisions;
they have the authority to commit the resources necessary for implementation.
Strategy implementation requires a firm to establish annual objectives, devise policies,
motivate employees, and allocate resources so that formulated strategies can be executed effi-
ciently. Strategy implementation includes developing a strategy-supportive culture, creating an
organizational structure, redirecting marketing efforts, preparing budgets, developing and using
information systems, devising tactics, and linking employee compensation to organizational
performance.
Strategy implementation often is called the “action stage” of strategic management.
Implementing strategy means mobilizing employees and managers to put formulated strategies
into action. Often considered to be the most difficult stage in strategic management, strategy
implementation requires personal discipline, commitment, and sacrifice. Successful strategy
implementation hinges on managers’ ability to motivate employees, which is more an art than a
science. Strategies formulated but not implemented serve no useful purpose.
Interpersonal skills are especially critical for successful strategy implementation. Strategy-
implementation activities affect all employees and managers in an organization. Every division
and department must decide on answers to questions such as “What must we do to implement
our part of the organization’s strategy?” and “How best can we get the job done?” The challenge
of implementation is to stimulate managers and employees throughout an organization to work
with pride and enthusiasm toward achieving stated objectives.
Strategy evaluation is the final stage in strategic management. Managers desperately need
to know when particular strategies are not working well; strategy evaluation is the primary means
for obtaining this information. All strategies are subject to future modification because external
and internal factors constantly change. Three fundamental strategy-evaluation activities are (1)
reviewing external and internal factors that are the bases for current strategies, (2) measuring
performance, and (3) taking corrective actions. Strategy evaluation is needed because success
today is no guarantee of success tomorrow! Success always creates new and different problems;
complacent organizations experience demise.
Formulation, implementation, and evaluation of strategy activities occur at three hierarchi-
cal levels in a large organization: corporate, divisional or strategic business unit, and functional.
By fostering communication and interaction among managers and employees across hierarchical
levels, strategic management helps a firm function as a competitive team. Most small businesses
and some large businesses do not have divisions or strategic business units; they have only the
corporate and functional levels. Nevertheless, managers and employees at these two levels should
be actively involved in strategic-management activities.
Peter Drucker says the prime task of strategic management is thinking through the overall
mission of a business—
that is, of asking the question, “What is our business?” This leads to the setting of objec-
tives, the development of strategies, and the making of today’s decisions for tomorrow’s
results. This clearly must be done by a part of the organization that can see the entire busi-
ness; that can balance objectives and the needs of today against the needs of tomorrow; and
that can allocate resources of men and money to key results.3
LO 1.3 Integrating Analysis and Intuition

Edward Deming once said, “In God we trust. All others bring data.” The strategic-management
process can be described as an objective, logical, systematic approach for making major
decisions in an organization. It attempts to organize qualitative and quantitative informa-
tion in a way that allows effective decisions to be made under conditions of uncertainty. Yet
strategic management is not a pure science that lends itself to a nice, neat, one-two-three
approach.
M01_DAVI1405_17_GE_C01.indd 36 19/04/22 1:32 AM

Based on past experiences, judgment, and feelings, most people recognize that intuition
is essential to making good strategic decisions. Some managers and owners of businesses pro-
fess to have extraordinary abilities for using intuition alone in devising brilliant strategies. For
example, Will Durant, who organized General Motors (GM), was described by Alfred Sloan as
“a man who would proceed on a course of action guided solely, as far as I could tell, by some
intuitive flash of brilliance. He never felt obliged to make an engineering hunt for the facts. Yet at
times, he was astoundingly correct in his judgment.”4 Albert Einstein acknowledged the impor-
tance of intuition when he said, “I believe in intuition and inspiration. At times I feel certain that
I am right while not knowing the reason. Imagination is more important than knowledge because
knowledge is limited, whereas imagination embraces the entire world.”5
Although some organizations today may survive and prosper because they have intuitive
geniuses managing them, most are not so fortunate. Most organizations can benefit from inte-
grating intuition and analysis in decision making. Choosing an intuitive or analytic approach to
decision making is not an either–or proposition. Managers at all levels in an organization inject
their intuition and judgment into strategic-management analyses. Analytical thinking and intui-
tive thinking complement each other.
Operating from the I’ve-already-made-up-my-mind-don’t-bother-me-with-the-facts mode is
not management by intuition; it is management by ignorance.6 Drucker says, “I believe in intu-
ition only if you discipline it. ‘Hunch’ artists, who make a diagnosis but don’t check it out with
the facts, are the ones in medicine who kill people, and in management kill businesses.”7 In a
sense, the strategic-management process is an attempt to duplicate what goes on in the mind of a
brilliant, intuitive person who knows the business and assimilates and integrates that knowledge
through analysis in formulating strategies.
As Henderson notes:
The accelerating rate of change today is producing a business world in which custom-
ary managerial habits in organizations are increasingly inadequate. Experience alone was
an adequate guide when changes could be made in small increments. But intuitive and
experience-based management philosophies are grossly inadequate when decisions are
strategic and have major, irreversible consequences.8
Adapting to Change
The strategic-management process is based on the belief that organizations should continually
monitor internal and external events and trends so that timely changes can be made as needed.
The rate and magnitude of changes that affect organizations are increasing dramatically, as evi-
denced by how the drop in oil prices caught so many firms by surprise. Firms, like organisms,
must be “adept at adapting” or they will not survive.
To survive, all organizations must astutely identify and adapt to change, as the Chinese Mobike
Company does as revealed in the Global Capsule 1 on page 38. The strategic-management process
is aimed at allowing organizations to adapt effectively to change over the long run. Waterman noted:
In today’s business environment, more than in any preceding era, the only constant is
change. Successful organizations effectively manage change, continuously adapting their
bureaucracies, strategies, systems, products, and cultures to survive the shocks and prosper
from the forces that decimate the competition.9
The need to adapt to change leads organizations to key strategic-management questions,

such as “What kind of business should we become?” “Are we in the right field(s)?” “Should
we reshape our business?” “What new competitors are entering our industry?” “What strate-
gies should we pursue?” “How are our customers changing?”; and “Are new technologies being
developed that could put us out of business?”
Online commerce is forcing hundreds of brick-and-mortar retailers to change or liquidate.
The fashion retailer Bebe Stores recently announced it is closing all its 168 stores and going
online only. Yarden Research reports that 29.1 percent of retail sales of general merchandise,
apparel and accessories, and furniture in America is now purchased online. Companies such
as Macy’s and Target are converting more and more of their retail store space to warehouse/
distribution area rather than being open for customer shopping.
M01_DAVI1405_17_GE_C01.indd 37 19/04/22 1:32 AM

GLOBAL CAPSULE 1
Mobike: Global Bike Renting Takes off Like a Jet Plane

On a political map, the boundaries between and then drop the bike off wherever they
Natasha-Aleksandra/Shutterstock
countries may be clear, but on a competi- like. GPS and wireless technology built
tive map showing the real flow of financial into the bike enable Mobike to track the
and industrial activity, as well as idea shar- bike’s whereabouts. No docking stations
ing, the boundaries have largely disap- are needed. This type of small business
peared. The speedy flow of information has likely would be viable in many cities all
eaten away at national boundaries so that over the globe.
people worldwide readily see for themselves In the United States, the largest bike-
how other people live and work. We have share fleet resides in Dallas, Texas where
become a borderless world with global citi- 18,000 bikes flood Dallas streets and users
zens, global competitors, global customers, Follow Me Biking are not required to use racks; racks are
global suppliers, global distributors, and required in New York City. The rackless
global entrepreneurs. business model is the norm in China, but
There are millions of start-up businesses rolling out services there, and in Dallas, bikes end up in trees, creeks, yards, and block
globally. For example, Mobike in Beijing, China, is a bicycle-sharing sidewalks.
business with more than 100 million users who use the com-
pany’s 6 million “connected” bikes. Members pay a fee for the Source: Based on Clifton Leaf, “Ideas Know No Borders,” Fortune, August 1,
privilege and retrieve a bike from one docking station and return 2017, p. 10. Also, Ken Smith, “A Bike-Share Invasion From China,”
it to another, but recently Mobike members simply download the Bloomberg Businessweek, November 13, 2017, p. 22. Also, Eliot Brown, “It’s
company app, find a bike near them, scan a code to unlock it, the Wild West for Bike Sharing,” March 27, 2018, p. B4.
LO 1.4 Key Terms in Strategic Management

Before we further discuss strategic management, we should define ten key terms: competitive
advantage, strategists, vision and mission statements, external opportunities and threats, inter-
nal strengths and weaknesses, long-term objectives, strategies, annual objectives, and policies.
Competitive Advantage
Strategic management is all about gaining and maintaining competitive advantage. This term
can be defined as any activity a firm does especially well compared with activities done by
rival firms, or any resource a firm possesses that rival firms desire. For example, having fewer
fixed assets than rival firms can provide major competitive advantages. Apple Inc. has virtually
no manufacturing facilities of its own, whereas rival Sony owns 57 electronics factories. Apple
relies almost entirely on contract manufacturers for production of its products.
Normally, a firm can sustain a competitive advantage for only a certain period because of rival
firms imitating and undermining that advantage. Thus, it is not adequate simply to obtain competitive
advantage. A firm must strive to achieve sustained competitive advantage by doing the following:
1. Continually adapting to changes in external trends and events and internal capabilities,
competencies, and resources.
2. Effectively formulating, implementing, and evaluating strategies that capitalize on those factors.
3. Offering products that are unique and not easily duplicated by rivals.
4. Accepting tradeoffs by deciding what not to do; no firm can be everything to everybody.
Strategists
Strategists are the individuals most responsible for the success or failure of an organization. They
have various job titles, such as chief executive officer, chief strategy officer, president, owner,
chair of the board, executive director, chancellor, dean, and entrepreneur. Jay Conger, professor
of organizational behavior at the London Business School and author of Building Leaders, says,
“All strategists have to be chief learning officers. We are in an extended period of change. If our
M01_DAVI1405_17_GE_C01.indd 38 19/04/22 1:32 AM

leaders aren’t highly adaptive and great models during this period, then our companies won’t
adapt either, because ultimately leadership is about being a role model.”
Strategists help an organization gather, analyze, and organize information. They track indus-
try and competitive trends, develop forecasting models and scenario analyses, evaluate corporate
and divisional performance, spot emerging market opportunities, identify business threats, and
develop creative action plans. Strategic planners usually serve in a support or staff role. Usually
found in higher levels of management, they typically have considerable authority for decision
making in the firm. The CEO is the most visible and critical strategic manager. Any manager
who has responsibility for a unit or division, responsibility for profit and loss outcomes, or direct
authority over a major piece of the business is a strategic manager (strategist).
The chief strategy officer (CSO) position has become common in many organizations. Hundreds
of companies have appointed a new chief strategy officer in the last couple of years, including Talon
International, TeleTech, Fleet Complete, Ringler Associates, LRES, Amber Engine, Beaver-Visitec
International, Momentum Worldwide, PGi, TIA, World Surf League, Bank of Hawaii, Snapdeal,
Oramed, Saatva, Centrillion, Geisinger Health System, and Amplifi Commerce.
Strategists differ as much as organizations do, and these differences must be considered
in the formulation, implementation, and evaluation of strategies. Strategists differ in their atti-
tudes, values, ethics, willingness to take risks, concern for social responsibility, concern for
profitability, concern for short-run versus long-run aims, and management style; some will not
even consider various types of strategies because of their personal philosophies. The founder of
Hershey, Milton Hershey, built the company so that he could afford to manage an orphanage.
From corporate profits, Hershey today cares for about 850 boys and 950 girls in its boarding
school for pre-K through grade 12.
Athletic coaches are also strategists. Football, basketball, baseball, soccer, and in fact many ath-
letic contests are often won or lost based on a team’s game plan. For example, a basketball coach may
plan to fast break and play up-tempo, rather than play more half-court, if the players are smaller and
faster, or if the team has more depth than the opposing team. Some inspirational, strategic-planning-
related quotes from legendary National Football League (NFL) coaches are provided in Table 1-2.
Vision and Mission Statements

Many organizations today develop a vision statement that answers the question “What do we
want to become?” Developing a vision statement is often considered the first step in strategic
planning, preceding even development of a mission statement. Many vision statements are a
single sentence as revealed through numerous examples in Chapter 2.
TABLE 1-2 Eight Famous, Strategic-Planning–Relevant Quotes from NFL Coaches

1. “Perfection is not attainable. But if we chase perfection, we can catch excellence.”—Vince
Lombardi, Head Coach Green Bay Packers (1959–1967)
2. “Leadership is a matter of having people look at you and gain confidence . . . If you’re in control,
they’re in control.”—Tom Landry, Head Coach Dallas Cowboys (1960–1988)
3. “If you want to win, do the ordinary things better than anyone else does them, day in and day
out.”—Chuck Noll, Head Coach Pittsburgh Steelers (1969–1991)
4. “Leaders are made, they are not born. They are made by hard effort, which is the price which all
of us must pay to achieve any goal that is worthwhile.”—Vince Lombardi, Head Coach Green
Bay Packers (1959–1967)
5. “You fail all the time, but you aren’t a failure until you start blaming someone else.”—Bum
Phillips, Head Coach Houston Oilers (1975–1980), New Orleans Saints (1981–1985)
6. “Success demands singleness of purpose.”—Vince Lombardi, Head Coach Green Bay Packers
(1959–1967)
7. “Stay focused. Your start does not determine how you’re going to finish.”—Herm Edwards, Head
Football Coach of the New York Jets (2001–2005), Kansas City Chiefs (2006–2008), and Arizona
State University (2018 to present).
8. “Nobody who ever gave his best regretted it.”—George S. Halas, Head Coach Chicago Bears
(1933–1942, 1946–1955, 1958–1967)
Source: A variety of sources.
M01_DAVI1405_17_GE_C01.indd 39 19/04/22 1:32 AM

A mission statement is an “enduring statement of purpose that distinguishes one busi-

ness from other similar firms. A mission statement identifies the scope of a firm’s opera-
tions in product and market terms.”10 It addresses the basic question that faces all strategists:
“What is our business?” A clear mission statement describes the values and priorities of an
organization. Developing a mission statement compels strategists to think about the nature
and scope of present operations and to assess the potential attractiveness of future markets
and activities. A mission statement broadly charts the future direction of an organization and
serves as a constant reminder to its employees of why the organization exists and what the
founders envisioned when they put their fame and fortune (and names) at risk to breathe life
into their dreams.
External Opportunities and Threats

External opportunities and external threats refer to economic, social, cultural, demographic,
environmental, political, legal, governmental, technological, and competitive trends and events
that could significantly benefit or harm an organization in the future. Opportunities and threats
are largely beyond the control of a single organization, thus, the word external. Some general
categories of opportunities and threats are listed in Table 1-3. Dollars, numbers, percentages,
ratios, and quantification are essential so strategists can assess the magnitude of opportunities and
threats and take appropriate actions. For example, in Table 1-3, rather than saying “Marketing is
moving rapidly to the Internet,” strategists need to conduct research and find, for example, that
“spending on online advertisements globally is rising 18 percent annually and represents about
44 percent of total advertising spending in the USA.” Strategies must be formulated and imple-
mented based on specific factual information to the extent possible because so much is at stake
in having a good game plan.
External trends and events are creating a different type of consumer and consequently a
need for different types of products, services, and strategies. A competitor’s strength could be a
threat, or a rival firm’s weakness could be an opportunity. A basic tenet of strategic management
is that firms need to formulate strategies to take advantage of external opportunities and avoid
or reduce the impact of external threats. For this reason, identifying, monitoring, and evaluating
external opportunities and threats are essential for success. This process of conducting research
and gathering and assimilating external information is sometimes called environmental scanning
or industry analysis. Lobbying is one activity that some organizations use to influence external
opportunities and threats.
Internal Strengths and Weaknesses

Internal strengths and internal weaknesses are an organization’s controllable activities that
are performed especially well or poorly. They arise in the activities of management, market-
ing, finance/accounting, production, and information systems of a business. Identifying and
TABLE 1-3 Some General Categories of Opportunities and Threats

• Consumers’s expectation for green operations and products is rising 8 percent annually in Western
Europe.
• Internet marketing is growing 11 percent annually in the United States.
• Commodity food prices rose 6 percent the prior year.
• Oil and gas prices declined 18 percent in the last twelve months.
• Computer hacker problems are increasing 14 percent annually.
• Interest rates are 4 percent but rising in the United States.
• State and local governments’s finances worsened 12 percent last year.
• The number of births declined 5 percent annually in many countries over the last three years.
• The gross domestic product (GDP) of Brazil fell from 6 percent to 5 percent in the last year.
• Competitor XYZ just introduced product ABC at a 10 percent lower price than our product.
• Social-media networking is growing 9 percent annually in China.
M01_DAVI1405_17_GE_C01.indd 40 19/04/22 1:32 AM

evaluating organizational strengths and weaknesses in the functional areas of a business is an

essential strategic-management activity. Organizations strive to pursue strategies that capitalize
on internal strengths and improve internal weaknesses.
Strengths and weaknesses are determined relative to competitors. Relative deficiency or supe-
riority is important information. Also, strengths and weaknesses can be determined by elements of
being rather than performance. For example, a strength may involve ownership of natural resources
or a historic reputation for quality. Strengths and weaknesses may be determined relative to a firm’s
own objectives. For instance, high levels of inventory turnover may not be a strength for a firm that
seeks never to stock-out.
In performing a strategic-management case analysis, it is important to be as divisional
as possible when determining and stating internal strengths and weaknesses. In other words,
for a company such as Walmart, saying, “Sam Club’s revenues grew 11 percent in the recent
quarter,” is far better than saying “Walmart’s revenues grew 6 percent in the recent quarter.”
Being divisional enables strategies to be more effectively formulated and targeted. This is
important because all firms must allocate resources across divisions (segments) of the firm
(that is, by product, region, customer, or whatever the various units of the firm are), such as
Walmart’s Sam’s Club compared with Walmart Supercenters, Walmart Mexico, or Walmart
Europe.
Both internal and external factors should be stated as specifically as possible, using numbers,
percentages, dollars, and ratios, as well as comparisons over time to rival firms. Quantification is
important because strategies will be formulated and resources allocated based on this informa-
tion. The more specific the underlying external and internal factors, the more effectively strategies
can be formulated and resources allocated. Determining the numbers takes more time, but survival
of the firm often is at stake, so doing some research and incorporating numbers associated with
key factors is essential.
Internal factors can be determined in a number of ways, including computing ratios, measur-
ing performance, and comparing to past periods and industry averages. Various types of surveys
also can be developed and administered to examine internal factors, such as employee morale,
production efficiency, advertising effectiveness, and customer loyalty.
Long-Term Objectives
Objectives can be defined as specific results that an organization seeks to achieve in pursuing
its mission. Long term means more than one year. Objectives are essential for organizational
success because they provide direction; aid in evaluation; foster synergy; reveal priorities;
focus coordination; and provide a basis for effective planning, organizing, motivating, and
controlling activities. Objectives should be challenging, measurable, consistent, reasonable,
and clear. In a multidimensional firm, objectives are needed both for the overall company and
each division.
Headquartered in New York City, Foot Locker, Inc. recently posted the following long-term
objectives on its corporate website (paraphrased):
1. Annual revenues: $7.5 billion
2. Annual revenues per square foot: $500
3. EBIT margin: 11 percent
4. Profit margin: 7 percent
5. Return on invested capital: 14 percent
6. Inventory turnover: 3+ times
In contrast, Macy’s, Inc.’s Annual Report lists as objectives to “to grow sales profitably” and
“to maximize total shareholder return.” Avoid vagueness like this throughout a strategic-planning
project!
Strategies
Strategies are the means by which long-term objectives will be achieved. Business strategies
may include geographic expansion, diversification, acquisition, product development, market
penetration, retrenchment, divestiture, liquidation, and joint venture. Strategies are potential
actions that require top-management decisions and significant amounts of the firm’s resources.
M01_DAVI1405_17_GE_C01.indd 41 19/04/22 1:32 AM

They affect an organization’s long-term prosperity, typically for at least five years, and thus
are future oriented. Strategies also have multifunctional and multidivisional consequences and
require consideration of both the external and internal factors facing the firm.
Strategies currently being pursued by Amazon are described in Table 1-4.
TABLE 1-4 Amazon’s Strategies

The world’s largest bookseller, Amazon, is surprisingly embracing the brick-and-mortar bookstore retail
format it’s been killing for 20 years. Amazon’s physical bookstore front fits with the company’s increas-
ing reliance on storefronts including AmazonBooks, Amazon Go, and AmazonFresh Pickup to build
sales and meet customers where they are. AmazonBooks now has more than 10 physical stores. Another
reason for Amazon’s new strategy is that physical bookstores are experiencing something of a comeback.
From 2010 to 2017, the number of independent bookstores increased by nearly 30 percent. These stores
are capitalizing on a loyal customer base that appreciates the value of a real bookstore that hosts read-
ings and events, offers conversation and discussion areas, and enables in-store browsing and discovery.
Amazon also recently acquired the brick-and-mortar grocery store chain Whole Foods Market. Entire
industries are being rocked or crushed by Amazon’s competitive size, scale, diversity, automation, and
prowess.
Source: Based on Jeremy Bowman, “3 Reasons Amazon Is Opening a Brick-and-Mortar Bookstore Chain,”
https://www.aol.com/article/finance/2017/06/07/3-reasons-amazon-is-opening-a-brick-and-mortar-bookstore-
chain/22130842/
SWOT Analysis
Strengths-Weaknesses-Opportunities-Threats (SWOT) Analysis is an important matching
tool that helps managers develop four types of strategies: SO (strengths-opportunities) strate-
gies, WO (weaknesses-opportunities) strategies, ST (strengths-threats) strategies, and WT
(weaknesses-threats) strategies.11 Matching key external and internal factors is a critically impor-
tant activity in strategic planning. Note in Table 1-5 that the resultant strategies 1, 2, 3, and 4 are
SO, WO, ST, and WT strategies, respectively. SWOT analysis is explained further in Chapter 6,
but the matching of external with internal factors to generate strategies results in a SWOT Matrix
as illustrated in Figure 1-2.
Annual Objectives
Annual objectives are short-term milestones that organizations must achieve to reach long-
term objectives. Like long-term objectives, annual objectives should be measurable, quan-
titative, challenging, realistic, consistent, and prioritized. They must also be established at
the corporate, divisional, and functional levels in a large organization. Annual objectives
should be stated in terms of management, marketing, finance/accounting, and production
accomplishments. A set of annual objectives is needed for each long-term objective. These
TABLE 1-5 Matching Key External and Internal Factors to Formulate Strategies
Key Internal Factor Key External Factor Resultant Strategy
S1: Demand for Dunkin Donuts + O1: Desire for healthy products = SO1: Dunkin Donuts elimi-
up 6 percent annually (internal up 8 percent annually (external nated all artificial dyes and colors
strength) opportunity) in its donuts in 2018
W1: Insufficient production + O2: Exit of two major foreign = WO1: Purchase competitors’
capacity by 1 million units competitors from the area production facilities
annually (internal weakness) (external opportunity)
S2: R&D has developed four + T1: Sugary drink consumption = ST1: Spend $1 million to
new products in twelve months is declining 5 percent annually promote healthiness of four new
(internal strength) (external threat) products
W2: Poor employee morale + T2: Healthcare costs rose 7 = WT1: Implement a new
(internal weakness) percent last year (external threat) corporate wellness program
M01_DAVI1405_17_GE_C01.indd 42 19/04/22 1:32 AM

S W
STRENGTHS (S) WEAKNESSES (W)

1. 1.
2. 2.
3. 3.
4. 4.
5. 5.
6. 6.
7. 7.
8. 8.
9. 9.
10. 10.
OPPORTUNITIES (O) SO STRATEGIES WO STRATEGIES

1. 1. 1.
2. 2. 2.
3. ETC. ETC.
4.
5.
6.
7.
8.
9.
10.
THREATS (T) ST STRATEGIES WT STRATEGIES

1. 1. 1.
2. 2. 2.
3. ETC. ETC.
4.
5.
6.
7.
8.
9.
10.
FIGURE 1-2
The Basic SWOT Matrix Format
43
M01_DAVI1405_17_GE_C01.indd 43 19/04/22 1:32 AM

objectives are especially important in strategy implementation, whereas long-term objectives

are particularly important in strategy formulation. Annual objectives provide the basis for
allocating resources.
Policies
Policies are the means by which annual objectives will be achieved. Policies include guide-
lines, rules, and procedures established to support efforts to achieve stated objectives. Policies
are guides to decision making and address repetitive or recurring situations. Usually, policies
are stated in terms of management, marketing, finance/accounting, production/operations, R&D,
and MIS activities. They may be established at the corporate level and apply to an entire orga-
nization, at the divisional level and apply to a single division, or they may be established at the
functional level and apply to particular operational activities or departments.
Like annual objectives, policies are especially important in strategy implementation because
they outline an organization’s expectations of its employees and managers. Policies allow con-
sistency and coordination within and between organizational departments. For example, IBM
recently instituted a new policy requiring employees to work from an IBM office rather than work-
ing remotely, reversing a 30-year policy. IBM had previously for decades boasted that more than
40 percent of its employees worked remotely, but the company’s new policy is aimed at improving
employee collaboration and accelerating the pace of work. The policy is also aimed at reversing
IBM’s two consecutive quarters of declining revenue. Several large companies are following the
IBM lead, recalling at-home employees, including Yahoo, Bank of America, and Aetna Inc.
LO 1.5 Benefits of Engaging in Strategic Management

Strategic management allows an organization to be more proactive than reactive in shaping its
own future; it allows an organization to initiate and influence (rather than just respond to) activi-
ties, and thus, to exert control over its own destiny. Small business owners, chief executive offi-
cers, presidents, and managers of many for-profit and nonprofit organizations have recognized
and realized the benefits of strategic management.
Historically, the principal benefit of strategic management has been to help organiza-
tions formulate better strategies through the use of a more systematic, logical, and rational
approach for decision making. In addition, the process, rather than the decision or document,
is also a major benefit of engaging in strategic management. Through involvement in the
process (i.e., dialogue and participation), managers and employees become committed to sup-
porting the organization. A key to successful strategic management is communication, and
it may be the most important word in all of management. Figure 1-3 illustrates this intrinsic
benefit of a firm engaging in strategic planning; note that all firms need all employees “on a
mission” to help the firm succeed.
Dale McConkey said, “Plans are less important than planning.” The manner in which strate-
gic management is carried out is therefore exceptionally important. A major aim of the process
Greater
Deeper/Improved
Commitment THE RESULT
Enhanced Understanding
Communication a. To achieve All Managers and
a. Of others’ views
objectives Employees on a
a. Dialogue b. Of what the firm
b. To implement Mission to Help the
b. Participation is doing/planning
strategies Firm Succeed
and why
c. To work hard
FIGURE 1-3
Benefits to a Firm that Does Strategic Planning
M01_DAVI1405_17_GE_C01.indd 44 19/04/22 1:32 AM

Another random document with
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for a greater sin. The magistrates firmly asserted in court and out
that “meekness is ye chojsest orniment for a woman.”
Joane Andrews sold in York, Maine, in 1676, two stones in a firkin
of butter. For this cheatery she “stood in towne meeting at York and
at towne meeting at Kittery till 2 hours bee expended, with her
offense written upon a paper in capitall letters on her forehead.” The
court record of one woman delinquent in Plymouth, in 1683, is grimly
comic. It seems that Mary Rosse exercised what was called by the
“painful” court chronicler in a triumph of orthographical and
nomenclatory art, an “inthewsiastickall power” over one Shingleterry,
a married man, who cringingly pleaded, as did our first father Adam,
that “hee must doo what shee bade him”—or, in modern phrase, that
she hypnotized him. Mary Rosse and her uncanny power did not
receive the consideration that similar witches and works do
nowadays. She was publicly whipped and sent home to her mother,
while her hypnotic subject was also whipped, and I presume sent
home to his wife.
It should be noted that in Virginia, under the laws proclaimed by
Argall, women were in some ways tenderly regarded. They were not
punished for absenting themselves from church on Sundays or
holidays; while men for one offence of this nature had “to lie neck
and heels that night, and be a slave to the colony for the following
week; for the second offence to be a slave for a month; for the third,
for a year and a day.”
It is curious to see how long and how constantly, in spite of their
severe and manifold laws, the pious settlers could suffer through
certain ill company which they had been unlucky enough to bring
over, provided the said offenders did not violate the religious rules of
the community. We might note as ignoble instances, Will Fancie and
his wife, of New Haven, and John Dandy and his wife, of Maryland.
Their names constantly appear for years in the court records, as
offenders and as the cause of offences. John Dandy at one time
swore in court that all his “controversies from the beginning of the
World to this day” had ceased; but it would have been more to the
purpose had he also added till the end of the world, for his violence
soon brought him to the gallows. Will Fancie’s wife seemed capable
of any and every offence, from “stealing pinnes” to stealing the
affections of nearly every man with whom she chanced to be thrown;
and the magistrates of New Haven were evidently sorely puzzled
how to deal with her.
I have noted in the court or church records of all witch-ridden
communities, save in the records of poor crazed and bewildered
Salem, where the flame was blown into a roaring blaze by “the
foolish breath of Cotton Mather,” that there always appear on the
pages some plain hints, and usually some definite statements, which
account for the accusation of witchcraft against individuals. And
these hints indicate a hated personality of the witch. To illustrate my
meaning, let me take the case of Goody Garlick, of Easthampton,
Long Island. In reading the early court records of that town, I was
impressed with the constant meddlesome interference of this woman
in all social and town matters. Every page reeked of Garlick. She
was an ever-ready witness in trespass, boundary, and slander suits,
for she was apparently on hand everywhere. She was present when
a young man made ugly faces at the wife of Lion Gardiner, because
she scolded him for eating up her “pomkin porage;” and she was
listening when Mistress Edwards was called a base liar, because she
asserted she had in her chest a new petticoat that she had brought
from England some years before, and had never worn (and of
course no woman could believe that). In short, Goody Garlick was a
constant tale-bearer and barrator. Hence it was not surprising to me
to find, when Mistress Arthur Howell, Lion Gardiner’s daughter, fell
suddenly and strangely ill, and cried out that “a double-tongued
naughty woman was tormenting her, a woman who had a black cat,”
that the wise neighbors at once remembered that Goody Garlick was
double-tongued and naughty, and had a black cat. She was speedily
indicted for witchcraft, and the gravamen appeared to be her
constant tale-bearing.
In 1706 a Virginian goody with a prettier name, Grace Sherwood,
was tried as a witch; and with all the superstition of the day, and the
added superstition of the surrounding and rapidly increasing negro
population, there were but three Virginian witch-trials. Grace
Sherwood’s name was also of constant recurrence in court annals,
from the year 1690, on the court records of Princess Anne County,
especially in slander cases. She was examined, after her indictment,
for “witches marks” by a jury of twelve matrons, each of whom
testified that Grace was “not like yur.” The magistrates seem to have
been somewhat disconcerted at the convicting testimony of this jury,
and at a loss how to proceed, but the witch asserted her willingness
to endure trial by water. A day was set for the ducking, but it rained,
and the tenderly considerate court thought the weather unfavorable
for the trial on account of the danger to Grace’s health, and
postponed the ducking. At last, on a sunny July day, when she could
not take cold, the witch was securely pinioned and thrown into Lyn
Haven Bay, with directions from the magistrates to “but her into the
debth.” Into the “debth” of the water she should have contentedly
and innocently sunk, but “contrary to the Judgments of all the
spectators” she persisted in swimming, and at last was fished out
and again examined to see whether the “witches marks” were
washed off. One of the examiners was certainly far from being
prepossessed in Grace’s favor. She was a dame who eight years
before had testified that “Grace came to her one night, and rid her,
and went out of the key hole or crack in the door like a black cat.”
Grace Sherwood was not executed, and she did not die of the
ducking, but it cooled her quarrelsome temper. She lived till 1740.
The point where she was butted into the depth is to this day called
Witches Duck.
Grace Sherwood was not the only poor soul that passed through
the “water-test” or “the fleeting on the water” for witchcraft. In
September, 1692, in Fairfield, Conn., the accused witches “Mercy
Disburrow and Elizabeth Clauson were bound hand and foot and put
into the water, and they swam like cork, and one labored to press
them into the water, and they buoyed up like cork.” Many cruel
scenes were enacted in Connecticut, none more so than the
persistent inquisition of Goodwife Knapp after she was condemned
to death for witchcraft. She was constantly tormented by her old
friends and neighbors to confess and to accuse one Goody Staples
as an accomplice; but the poor woman repeated that she must not
wrong any one nor say anything untrue. She added:—
The truth is you would have me say that goodwife Staples
is a witch but I have sins enough to answer for already, I know
nothing against goodwife Staples and I hope she is an honest
woman. You know not what I know. I have been fished withall
in private more than you are aware of. I apprehend that
goodwife Staples hath done me wrong in her testimony but I
must not return evil for evil.
Being still urged and threatened with eternal damnation, she finally
burst into bitter tears, and begged her persecutors to cease, saying
in words that must have lingered long in their memory, and that still
make the heart ache, “Never, never was poor creature tempted as I
am tempted! oh pray! pray for me!”
The last scene in this New England tragedy was when her poor
dead body was cut down from the gallows, and laid upon the green
turf beside her grave; and her old neighbors, excited with
superstition, and blinded to all sense of shame or unwomanliness,
crowded about examining eagerly for “witch signs;” while in the
foreground Goodwife Staples, whose lying words had hanged her
friend, kneeled by the poor insulted corpse, weeping and wringing
her hands, calling upon God, and asserting the innocence of the
murdered woman.
It is a curious fact that, in an era which did not much encourage
the public speech or public appearance of women, they should have
served on juries; yet they occasionally did, not only in witchcraft
cases such as Grace Sherwood’s and Alice Cartwright’s,—another
Virginia witch,—but in murder cases, as in Kent County, Maryland;
these juries were not usually to render the final decision, but to
decide upon certain points, generally purely personal, by which their
wise husbands could afterwards be guided. I don’t know that these
female juries shine as exemplars of wisdom and judgment. In 1693 a
jury of twelve women in Newbury, Mass., rendered this decision,
which certainly must have been final:—
Wee judge according to our best lights and contients that
the Death of said Elizabeth was not by any violens or wrong
done to her by any parson or thing but by some soden stoping
of hir Breath.
In Revolutionary days a jury of “twelve discreet matrons” of
Worcester, Mass., gave a decision in the case of Bathsheba
Spooner, which was found after her execution to be a wrong
judgment. She was the last woman hanged by law in Massachusetts,
and her cruel fate may have proved a vicarious suffering and means
of exemption for other women criminals.
Women, as well as men, when suspected murderers, had to go
through the cruel and shocking “blood-ordeal.” This belief, supported
by the assertions of that learned fool, King James, in his
Demonologie, lingered long in the minds of many,—indeed does to
this day in poor superstitious folk. The royal author says:—
In a secret murther, if the dead carkas be at any time
thereafter handled by the murtherer, it will gush out of blood.
Sometimes a great number of persons were made to touch in turn
the dead body, hoping thus to discover the murderer.
It has been said that few women were taught to write in colonial
days, and that those few wrote so ill their letters could scarce be
read. I have seen a goodly number of letters written by women in
those times, and the handwriting is comparatively as good as that of
their husbands and brothers. Margaret Winthrop wrote with precision
and elegance. A letter of Anne Winthrop’s dated 1737 is clear,
regular, and beautiful. Mary Higginson’s writing is fair, and Elizabeth
Cushing’s irregular and uncertain, as if of infrequent occurrence.
Elizabeth Corwin’s is clear, though irregular; Mehitable Parkman’s
more careless and wavering; all are easily read. But the most
beautiful old writing I have ever seen,—elegant, regular, wonderfully
clear and well-proportioned, was written by the hand of a woman,—a
criminal, a condemned murderer, Elizabeth Attwood, who was
executed in 1720 for the murder of her infant child. The letter was
written from “Ipswitch Gole in Bonds” to Cotton Mather, and is a most
pathetic and intelligent appeal for his interference to save her life.
The beauty and simplicity of her language, the force and directness
of her expressions, her firm denial of the crime, her calm religious
assurance, are most touching to read, even after the lapse of
centuries, and make one wonder that any one—magistrate or priest,
—even Cotton Mather—could doubt her innocence. But she was
hanged before a vast concourse of eager people, and was declared
most impenitent and bold in her denial of her guilt; and it was
brought up against her, as a most hardened brazenry, that to cheat
the hangman (who always took as handsel of his victim the garments
in which she was “turned off”), she appeared in her worst attire, and
announced that he would get but a sorry suit from her. I do not know
the estate in life of Elizabeth Attwood, but it could not have been
mean, for her letter shows great refinement.
CHAPTER IV.
BOSTON NEIGHBORS.
Accounts of isolated figures are often more interesting than

chapters of general history, and biographies more attractive than
state records, because more petty details of vivid human interest can
be learned; so, in order to present clearly a picture of the social life
of women in the earliest days of New England, I give a description of
a group of women, contiguous in residence, and contemporary in
life, rather than an account of some special dame of dignity or note;
and I call this group Boston Neighbors.
If the setting of this picture would add to its interest, it is easy to
portray the little settlement. The peninsula, but half as large as the
Boston of to-day, was fringed with sea-marshes, and was crowned
with three conical hills, surmounted respectively with the windmill,
the fort, and the beacon. The champaign was simply an extended
pasture with few trees, but fine springs of water. Winding footpaths—
most interesting of roadways—connected the detached dwellings,
and their irregular outlines still show in our Boston streets. The
thatched clay houses were being replaced by better and more
substantial dwellings. William Coddington had built the first brick
house.
On the main street, now Washington Street, just east of where the
Old South Church now stands, lived the dame of highest degree,
and perhaps the most beautiful personality, in this little group—
Margaret Tyndal Winthrop, the “loving faythfull yoke-fellow” of
Governor John Winthrop. She was his third wife, though he was but
thirty when he married her. He had been first married when but
seventeen years old. He writes that he was conceived by his parents
to be at that age a man in stature and understanding. This wife
brought to him, and left to him, “a large portion of outward estate,”
and four little children. Of the second wife he writes, “For her
carriage towards myselfe, it was so amiable and observant as I am
not able to expresse; it had only this inconvenience, that it made me
delight in hir too much to enjoy hir long,”—and she lived with him but
a year and a day. He married Margaret in 1618, and when she had
borne five children, he left her in 1630, and sailed to New England.
She came also the following year, and was received “with great joy”
and a day of Thanksgiving. For the remaining sixteen years of her
life she had but brief separations from her husband, and she died, as
he wrote, “especially beloved of all the country.” Her gentle love-
letters to her husband, and the simple testimony of contemporary
letters of her relatives and friends, show her to have been truly “a
sweet gracious woman” who endured the hardships of her new
home, the Governor’s loss of fortune, and his trying political
experiences, with unvarying patience and “singular virtue, modesty
and piety.”
There lived at this time in Boston a woman who must have been
well known personally by Madam Winthrop, for she was a near
neighbor, living within stone’s throw of the Governor’s house, on the
spot where now stands “The Old Corner Bookstore.” This woman
was Anne Hutchinson. She came with Rev. John Cotton from
Boston, England, to Boston, New England, well respected and well
beloved. She went an outcast, hated and feared by many she left
behind her in Boston. For years her name was on every tongue,
while she was under repeated trials and examinations for heresy. In
the controversy over her and her doctrines, magistrates, ministers,
women, soldiers, the common multitude of Boston, all took part, and
took sides; through the pursuance of the controversy the government
of the colony was changed. Her special offences against doctrines
were those two antiquated “heresies,” Antinomianism and Familism,
which I could hardly define if I would. According to Winthrop they
were “those two dangerous errors that the person of the Holy Ghost
dwells in a justified person, and that no sanctification can help to
evidence to us our justification.” Her special offences against social
and religious routines were thus related by Cotton Mather:—
At the meetings of the women which used to be called
gossippings it was her manner to carry on very pious
discourses and so put the neighborhood upon examining their
spiritual estates by telling them how far a person might go in
“trouble of mind,” and being restrained from very many evils
and constrained into very many duties, by none but a legal
work upon their souls without ever coming to a saving union
with the Lord Jesus Christ, that many of them were convinced
of a very great defect in the settlement of their everlasting
peace, and acquainted more with the “Spirit of the Gospel”
than ever they were before. This mighty show and noise of
devotion made the reputation of a non-such among the
people until at length under pretence of that warrant “that the
elder women are to teach the younger” she set up weekly
meetings at her house whereto three score or four score
people would report....
It was not long before it was found out that most of the
errors then crawling like vipers were hatch’d at these
meetings.
So disturbed was the synod of ministers which was held early in
the controversy, that this question was at once resolved:—
That though women might meet (some few together) to
pray and edify one another, yet such a set assembly (as was
then the practice in Boston) where sixty or more did meet
every week, and one woman (in a prophetical way by
resolving questions of doctrines and expounding scripture)
took upon her the whole exercise, was agreed to be
disorderly and without rule.
As I read the meagre evidences of her belief, I see that Anne
Hutchinson had a high supernatural faith which, though mystical at
its roots, aimed at being practical in its fruits; but she was critical,
tactless, and over-inquisitive, and doubtless censorious, and worst of
all she “vented her revelations,” which made her seem to many of
the Puritans the very essence of fanaticism; so she was promptly
placed on trial for heresy for “twenty-nine cursed opinions and falling
into fearful lying, with an impudent Forehead in the public assembly.”
The end of it all in that theocracy could not be uncertain. One
woman, even though her followers included Governor Sir Henry
Vane, and a hundred of the most influential men of the community,
could not stop the powerful machinery of the Puritan Church and
Commonwealth, the calm, well-planned opposition of Winthrop; and
after a succession of mortifying indignities, and unlimited petty
hectoring and annoying, she was banished. “The court put an end to
her vapouring talk, and finding no hope of reclaiming her from her
scandalous, dangerous, and enchanting extravagancies, ordered her
out of the colony.”
In reading of her life, her trials, it is difficult to judge whether—to
borrow Howel’s expression—the crosier or the distaff were most to
blame in all this sad business; the preachers certainly took an over-
active part.
Of the personal appearance of this “erroneous gentlewoman” we
know nothing. I do not think, in spite of the presumptive evidence of
the marked personal beauty of her descendants, that she was a
handsome woman, else it would certainly be so stated. The author of
the Short Story of the Rise Reigne and Ruine of the Antinomians,
Familists, and Libertines that infected the Churches of New England
calls her “a woman of a haughty and fierce carriage, of a nimble wit
and active spirit, and a very voluble tongue, more bold than a man,
though in understanding and judgment inferior to many women.” He
also termed her “the American Jezebel,” and so did the traveller
Josselyn in his Account of Two Voyages to New England; while
Minister Hooker styled her “a wretched woman.” Johnson, in his
Wonder-Working Providence, calls her the “masterpiece of woman’s
wit.” Governor Winthrop said she was “a woman of ready wit and
bold spirit.” Cotton Mather called her a virago, cunning, canting, and
proud, but he did not know her.
We to-day can scarcely comprehend what these “double weekly
lectures” must have been to these Boston women, with their extreme
conscientiousness, their sombre religious belief, and their timid
superstition, in their hard and perhaps homesick life. The materials
for mental occupation and excitement were meagre; hence the
spiritual excitement caused by Anne Hutchinson’s prophesyings
must have been to them a fascinating religious dissipation. Many
were exalted with a supreme assurance of their salvation. Others,
bewildered with spiritual doubts, fell into deep gloom and depression;
and one woman in utter desperation attempted to commit a crime,
and found therein a natural source of relief, saying “now she was
sure she should be damned.” Into all this doubt and depression the
wives—to use Cotton Mather’s phrase—“hooked in their husbands.”
So; perhaps, after all it was well to banish the fomenter of all these
troubles and bewilderments.
Still, I wonder whether Anne Hutchinson’s old neighbors and
gossips did not regret these interesting meetings, these exciting
prophesyings, when they were sternly ended. I hope they grieved for
her when they heard of her cruel death by Indian massacre; and I
know they remembered her unstinted, kindly offices in time of
sickness and affliction; and I trust they honored “her ever sober and
profitable carriage,” and I suspect some of them in their inmost
hearts deplored the Protestant Inquisition of their fathers and
husbands, that caused her exile and consequent murder by the
savages.
Samuel Johnson says, “As the faculty of writing is chiefly a
masculine endowment, the reproach of making the world miserable
has always been thrown upon women.” As the faculty of literary
composition at that day was wholly a masculine endowment, we
shall never know what the Puritan women really thought of Anne
Hutchinson, and whether they threw upon her any reproach.
We gain a slight knowledge of what Margaret Winthrop thought of
all this religious ecstasy, this bitter quarrelling, from a letter written by
her, and dated “Sad-Boston.” She says:—
Sad thoughts possess my sperits, and I cannot repulce
them; wch makes me unfit for anythinge, wondringe what the
Lord meanes by all these troubles among us. Shure I am that
all shall worke to the best to them that love God, or rather are
loved of hime, I know he will bring light out of obcurity and
make his rituusnesse shine forth as clere as the nounday; yet
I find in myself an aferce spiret, and a tremblinge hart, not so
willing to submit to the will of God as I desyre. There is a time
to plant, and a time to pull up that which is planted, which I
could desyre might not be yet.
And so it would seem to us to-day that it was indeed a doubtful
beginning to tear up with such violence even flaunting weeds, lest
the tender and scattered grain, whose roots scarce held in the
unfamiliar soil, might also be uprooted and wither and die. But the
colony endured these trials, and flourished, as it did other trials, and
still prospered.
Though written expression of their feelings is lacking, we know
that the Boston neighbors gave to Anne Hutchinson that sincerest
flattery—imitation. Perhaps her fellow-prophets should not be called
imitators, but simply kindred religious spirits. The elements of society
in colonial Boston were such as plentifully to produce and stimulate
“disordered and heady persons.”
Among them was Mary Dyer, thus described by Winthrop:—
The wife of William Dyer, a milliner in the New Exchange, a
very proper and fair woman, notoriously infected with Mrs
Hutchinsons errors, and very censorious and troublesome.
She being of a very proud spirit and much addicted to
revelations.
Another author called her “a comely grave woman, of a goodly
personage, and of good report.”
Some of these Boston neighbors lived to see two sad sights. Fair
comely Mary Dyer, after a decade of unmolested and peaceful
revelations in Rhode Island, returned to her early home, and
persistently preached to her old friends, and then walked through
Boston streets hand in hand with two young Quaker friends,
condemned felons, to the sound of the drums of the train band,
glorying in her companionship; and then she was set on a gallows
with a halter round her neck, while her two friends were hanged
before her eyes; this was witnessed by such a multitude that the
drawbridge broke under the weight of the returning North-enders.
And six months later this very proper and fair woman herself was
hanged in Boston, to rid the commonwealth of an intolerable plague.
A letter still exists, written by William Dyer to the Boston
magistrates to “beg affectionately the life of my deare wife.” It is most
touching, most heart-rending; it ends thus, “Yourselves have been
husbands of wife or wives, and so am I, yea to one most dearlye
beloved. Oh do not you deprive me of her, but I pray you give me her
out againe. Pitye me—I beg it with teares.”
The tears still stain this poor sorrowful, appealing letter,—a
missive so gentle, so timid, so full of affection, of grief, that I cannot
now read it unmoved and I do indeed “pitye” thee. William Dyer’s
tears have not been the only ones to fall on his beautiful, tender
words.
Another interesting neighbor living where Washington Street
crossed Brattle Street was the bride, young Madam Bellingham,
whose marriage had caused such a scandal in good society in
Boston. Winthrop’s account of this affair is the best that could be
given:—
The governour Mr Bellingham was married. The young
gentlewoman was ready to be contracted to a friend of his
who lodged in his house, and by his consent had proceeded
so far with her, when on a sudden the governour treated with
her, and obtained her for himself. He excused it by the
strength of his affection, and that she was not absolutely
promised to the other gentleman. Two errors more he
committed upon it. 1. That he would not have his contract
published where he dwelt, contrary to the order of court. 2.
That he married himself contrary to the constant practice of
the country. The great inquest prosecuted him for breach of
the order of the court, and at the court following in the fourth
month, the secretary called him to answer the prosecution.
But he not going off the bench, as the manner was, and but
few of the magistrates present, he put it off to another time,
intending to speak with him privately, and with the rest of the
magistrates about the case, and accordingly he told him the
reason why he did not proceed, viz., that being unwilling to
command him publicly to go off the bench, and yet not
thinking it fit he should sit as a judge, when he was by law to
answer as an offender. This he took ill, and said he would not
go off the bench except he were commanded.
I think the young English girl, Penelope Pelham, must have been
sadly bewildered by the strange abrupt ways of the new land, by her
dictatorial elderly lover, by his autocratic and singular marriage with
her, by the attempted action of the government against him. She had
a long life thereafter, for he lived to be eighty years old, and she
survived him thirty years.
A very querulous and turbulent neighbor who lived on Milk Street
was Mistress Ann Hibbins, the wife of one of Boston’s honored
citizens. Her husband had been unsuccessful in business matters,
and this “so discomposed his wife’s spirit that she was scarce ever
well settled in her mind afterwards,” and at last was put out of the
church and by her strange carriage gave occasion to her
superstitious neighbors to charge her with being a witch. She was
brought to trial for witchcraft, convicted, sentenced, and hung upon a
Thursday lecture day, in spite of her social position, and the fact that
her brother was Governor Bellingham. She had other friends, high in
authority, as her will shows, and she had the belongings of a colonial
dame, “a diamond ring, a taffety cloke, silk gown and kirtle, pinck-
colored petticoat, and money in the deske.” Minister Beach wrote to
Increase Mather in 1684:—
I have sometimes told you your famous Mr Norton once
said at his own table before Mr Wilson, Elder Penn and
myself and wife who had the honour to be his guests—that
the wife of one of your magistrates, I remember, was hanged
for a witch only for having more wit than her neighbors. It was
his very expression; she having as he explained it, unhappily
guessed that two of her prosecutors, whom she saw talking in
the street were talking about her—which cost her her life,
notwithstanding all he could do to the contrary.
It would naturally be thought, from the affectionate and intense
devotion of the colonists to the school which had just become
“Harvard-Colledge,” that Mr. Nathaniel Eaton, the head-master of the
freshly established seat of learning, would be a citizen of much
esteem, and his wife a dame of as dignified carriage and honored
station as any of her Boston and Cambridge neighbors. Let us see
whether such was the case. Mr. Eaton had had much
encouragement to continue at the head of the college for life; he had
been offered a tract of five hundred acres of land, and liberal support
had been offered by the government, and he “had many scholars,
the sons of gentlemen and of others of best note in the country.” Yet
when he fell out with one of his ushers on very slight occasion, he
struck the usher and caused two more to hold the poor fellow while
he beat him two hundred stripes with a heavy walnut cudgel; and
when poor Usher Briscoe fell a-praying, in fear of dying, Master
Eaton beat him further for taking the name of God in vain. When all
this cruelty was laid to him in open court “his answers were full of
pride and disdain,” and he said he had this unvarying rule, “that he
would not give over correcting till he had subdued the party to his
will.” And upon being questioned about other malpractices,
especially the ill and scant diet provided by him for the students,
though good board had been paid by them, he, Adam-like, “put it off
to his wife.”
Her confession of her connection with the matter is still in
existence, and proves her accomplishments as a generous and tidy
housewife about equal to his dignity and lenity as head of the
college. It is a most curious and minute document, showing what her
duties were, and the way she performed them, and also giving an
interesting glimpse of college life in those days. It reads thus:—
For their breakfast that it was not so well ordered, the
flower not so fine as it might, nor so well boiled or stirred at all
times that it was so, it was my sin of neglect, and want of care
that ought to have been in one that the Lord had intrusted
with such a work.
Concerning their beef, that was allowed them, as they
affirm, which I confess had been my duty to have seen they
should have had it, and continued to have had it, because it
was my husbands command; but truly I must confess, to my
shame, I cannot remember that ever they had it nor that ever
it was taken from them.
And that they had not so good or so much provision in my
husbands absence as presence, I conceive it was, because
he would call sometimes for butter or cheese when I
conceived there was no need of it; yet for as much as the
scholars did otherways apprehend, I desire to see the evil that
was in the carriage of that as in the other and to take shame
to myself for it.
And that they sent down for more, when they had not
enough, and the maid should answer, if they had not, they
should not. I must confess that I have denied them cheese,
when they have sent for it, and it have been in the house, for
which I shall humbly beg pardon to them, and own the shame,
and confess my sin.
And for such provoking words which my servants have
given, I cannot own them, but am sorry any such should be
given in my house.
And for bad fish, they had it brought to table, I am sorry
there was that cause of offence given; I acknowledge my sin
in it.... I am much ashamed it should be in the family, and not
prevented by myself or my servants, and I humbly
acknowledge my negligence in it.
And that they made their beds at any time, were my straits
never so great, I am sorry they were ever put to it.
For the Moor, his lying in Sam Hough’s sheet and pillow-
bier, it hath a truth in it; he did so at one time and it gave Sam
Hough just cause for offence; and that it was not prevented by
my care and watchfulness I desire to take the shame and the
sorrow for it.
And that they eat the Moor’s crusts, and the swine and they
had share and share alike; and the Moor to have beer, and
they denied it, and if they had not enough, for my maid to
answer they should not, I am an utter stranger to these things,
and know not the least foot-steps for them so to charge me;
and if my servants were guilty of such miscarriages, had the
boarders complained of it unto myself, I should have thought
it my sin, if I had not sharply removed my servants and
endeavored reform.
And for bread made of sour heated meal, though I know of
but once that it was so since I kept house, yet John Wilson
affirms that it was twice; and I am truly sorry that any of it was
spent amongst them.
For beer and bread that it was denied them by me betwixt
meals, truly I do not remember, that ever I did deny it unto
them; and John Wilson will affirm that, generally, the bread
and beer was free for the boarders to go to.
And that money was demanded of them for washing the
linen, tis true that it was propounded to them but never
imposed upon them.
And for their pudding being given the last day of the week
without butter or suet, and that I said, it was a miln of
Manchester in old England, its true that I did say so, and am
sorry, that had any cause of offence given them by having it
so.
And for their wanting beer betwixt brewings, a week or half
a week together, I am sorry that it was so at any time, and
should tremble to have it so, were it in my hands to do again.
And whereas they say, that sometimes they have sent
down for more meat and it hath been denied, when it have
been in the house, I must confess, to my shame, that I have
denied them oft, when they have sent for it, and it have been
in the house.
Truly a pitiful tale of shiftless stinginess, of attempted extortion, of
ill-regulated service, and of overworked housewifery as well.
The Reverend Mr. Eaton did not escape punishment for his sins.
After much obstinacy he “made a very solid, wise, eloquent, and
serious confession, condemning himself in all particulars.” The court,
with Winthrop at the head, bore lightly upon him after this
confession, and yet when sentence of banishment from the college,
and restriction from teaching within the jurisdiction, was passed, and
he was fined £30, he did not give glory to God as was expected, but
turned away with a discontented look. Then the church took the
matter up to discipline him, and the schoolmaster promptly ran away,
leaving debts of a thousand pounds.
The last scene in the life of Mrs. Eaton may be given in Winthrop’s
words:—
Mr. Nathaniel Eaton being come to Virginia, took upon him
to be a minister there, but was given up to extreme pride and
sensuality, being usually drunken, as the custom is there. He
sent for his wife and children. Her friends here persuaded her
to stay awhile, but she went, notwithstanding, and the vessel
was never heard of after.
So you see she had friends and neighbors who wished her to
remain in New England with them, and who may have loved her in
spite of the sour bread, and scant beer, and bad fish, that she doled
out to the college students.
There was one visitor who flashed upon this chill New England
scene like a brilliant tropical bird; with all the subtle fascination of a
foreigner; speaking a strange language; believing a wicked Popish
faith; and englamoured with the romance of past adventure, with the
excitement of incipient war. This was Madam La Tour, the young wife
of one of the rival French governors of Acadia. The relations of
Massachusetts, of Boston town, to the quarrels of these two
ambitious and unscrupulous Frenchmen, La Tour and D’Aulnay, form
one of the most curious and interesting episodes in the history of the
colony.
Many unpleasant and harassing complications and annoyances
had arisen between the French and English colonists, in the more
northern plantations, when, in 1643, in June, Governor La Tour
surprised his English neighbors by landing in Boston “with two friars
and two women sent to wait upon La Tour His Lady”—and strange
sights they truly were in Boston. He came ashore at Governor
Winthrop’s garden (now Fort Winthrop), and his arrival was heralded
by a frightened woman, one Mrs. Gibbons, who chanced to be
sailing in the bay, and saw the approach of the French boat, and
hastened to warn the Governor. Perhaps Mrs. Gibbons had a
premonitory warning of the twenty-five hundred pounds her husband
was to lose at a later date through his confidence in the persuasive
Frenchman. Governor and Madam Winthrop and their two sons and
a daughter-in-law were sitting in the Governor’s garden in the
summer sunshine, and though thoroughly surprised, they greeted
the unexpected visitor, La Tour, with civilities, and escorted him to
Boston town, not without some internal tremors and much deep
mortification of the Governor when he thought of the weakness and
poverty of Boston, with Castle Island deserted, as was plainly shown
to the foreigner by the lack of any response to his salute of guns;
and the inference was quick to come that the Frenchman “might
have spoiled Boston.”
But La Tour’s visit was most friendly; all he wished was free
mercature and the coöperation of the English colony. And he desired
to land his men for a short time, that they might refresh themselves
after their long voyage; “so they landed in small companies that our
women might not be affrighted with them.” And the Governor dined
the French officers, and the New England warriors of the train-band
entertained the visiting Gallic soldiers, and they exercised and
trained before each other, all in true Boston hospitable fashion, as is
the custom to this day. And the Governor bourgeoned with as much
of an air of importance as possible, “being regularly attended with a
good guard of halberts and musketeers;” and thus tried to live down
the undignified heralding of a fellow-governor by a badly scared
woman neighbor. And the cunning Frenchman, as did another of his
race, “with sugared words sought to addulce all matters.” He
flattered the sober Boston magistrates, and praised everything about
the Boston army, and “showed much admiration professing he could
not have believed it, if he had not seen it.” And the foreigners were
so well treated (though Winthrop was blamed afterwards by stern
Endicott and the Rome-hating ministers) that they came again the
following summer, when La Tour asked material assistance. He
received it, and he lingered till autumn, and barely eight days after
he left, Madam La Tour landed in Boston from London; and strange
and sad must the little town have seemed to her after her past life.
She was in a state of much anger, and at once brought suit against
the master of the ship for not carrying her and her belongings to the
promised harbor in Acadia; for trading on the way until she nearly fell
into the hands of her husband’s enemy, D’Aulnay. The merchants of
Charlestown and Salem sided with the ship’s captain. The solid men
of Boston gallantly upheld and assisted the lady. The jury awarded
her two thousand pounds damages, and bitterly did one of the jury—
Governor Winthrop’s son—suffer for it, for he was afterwards
arrested in London, and had to give bond for four thousand pounds
to answer to a suit in the Court of Admiralty about the Boston
decision in favor of the Lady La Tour.
In the mean time ambassadors from the rival Acadian governor,
D’Aulnay, arrived in New England, and were treated with much honor
and consideration by the diplomatic Boston magistrates. I think I can
read between the lines that the Bostonians really liked La Tour, who
must have had much personal attraction and magnetism; but they
feared D’Aulnay, who had brought against the Massachusetts
government a claim of eight thousand pounds damages. The
Governor sent to D’Aulnay a propitiatory gift of “a very fair new
sedan chair (of no use to us),” and I should fancy scarcely of much
more use in Acadia; and which proved a very cheap way of staving
off paying the eight thousand pounds.
Madam La Tour sailed off at last with three laden ships to her
husband, in spite of D’Aulnay’s dictum that “she was known to be the
cause of all her husband’s contempt and rebellion, and therefore
they could not let her go to him.” La Tour’s stronghold was captured
shortly after “by assault and scalado” when he was absent, and his
jewels, plate, and furniture to the amount of ten thousand pounds
were seized, and his wife too; and she died in three weeks, of a
broken heart, and “her little child and gentlewomen were sent to
France.”
I think these Boston neighbors were entitled to a little harmless
though exciting gossip two or three years later, when they learned
that after D’Aulnay’s death the fascinating widower La Tour had
promptly married Widow D’Aulnay, thus regaining his jewels and

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Strategic Management : A Competitive

Advantage Approach — Concepts and

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A COMPETITIVE ADVANTAGE APPROACH

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About the Authors 27

PART 1 Overview of Strategic Management 30

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PART 6 Strategic-Management Case Analysis 376

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IMPLICATIONS FOR STRATEGISTS 367 PART 6 Strategic-Management Case

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1. Honda Motor Co., Ltd. (HMC) 385

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