Changing Planes: Strategic Choice, Implementation and Outcome v. 2

Part 1 Strategic alternatives and choice: corporate strategy: growth, renewal, and scope - growth, renewal strategies, choice of scope; competitive strategy - generic competitive strategies, a closer look at the generic strategies; comments on the choice of competitive strategy, a proposition about competitive strategy, competitive strategy as the creation of value, what is "competitive" about competitive strategies? strategies at the functional level - marketing, strategic human resource management, information technology and information systems, strategic financial management, operations; conclusion to part 1 - strategic alternatives, strategic evaluation and choice, short-term and medium-term objectives, operating goals, critical success factors. Part 2 Implementation: growth, alliances, and globalization - internal/organic growth, acquisition, alliances, forms of alliance, alliance objectives, alliance ingredients, the potential for alliances, requirements for successful comprehensive alliances, globalization; managing service-price offers - the nature of service, positioning and the service concept, managing the service-price offer; service delivery as an interactive experience - consumers, the service environment, service providers service delivery processes, conclusion on service conceptualization and delivery; corporate infrastructure - structure, coordination and control processes, structure, processes and strategic positioning. Part 3 Outcome: service quality, failure, and recovery - quality and value, sources of services quality, measuring quality, managing quality, service failure and service recovery; customer retention - customer loyalty and relationship marketing, frequent flyer programmes, corporate rebates, branding; conclusion.