Strategic Change Management

What Is Strategy: Unlocking Competitive Advantage 

Strategy is the art and science of defining how an organization competes, achieves its goals, and sustains success. It aligns company strengths, values, and opportunities with societal expectations to build long-term advantage. Unlike tactics, which are short-term actions, strategy provides the overarching blueprint for direction and differentiation.

At the business level, strategy focuses on how to compete within an industry, while corporate strategy determines which businesses to be in and how to manage them. Firms can pursue cost leadership (efficiency and low cost), differentiation (unique value creation), or focus strategies (niche markets). Failure to choose leads to being “stuck in the middle.”

Porter’s Five Forces—new entrants, buyers, suppliers, substitutes, and rivalry—explain industry competitiveness, while Blue Ocean Strategy encourages creating uncontested markets through value innovation.

A strong strategy depends on strategic fit, where all activities reinforce each other for sustainable advantage, as seen in Southwest Airlines’ integrated cost model. Finally, at the corporate level, frameworks like the Ansoff Matrix guide growth through market penetration, development, product innovation, or diversification—ensuring alignment between business units and long-term corporate vision.