medium is the means by which objectives are achieved, but if we start from two perspectives regarding what the organization tries and also the prospect of what will eventually happen, we can say that in the first perspective strategy is: "The general program and achieving the objectives of the organization and implement its mission." The word "program" implies an active, rational and well-defined managers to define the strategy of the organization.
The second perspective is: "The pattern of responses of the organization to its environment over time." This conception of the strategy includes organizations whose managers shows a reactive behavior: they respond and adjust to the environment as required by circumstances.
The strategy is to advance the opportunities and threats in order to strengthen and adapt to change and achieve sustained competitive position over time.
"is the pattern of principles, objectives, intentions or goals and policies and plans to achieve this, established so as to define what sort of Business is business or wants to be, and what kind of company is and wants to be. "
Andrews
The active formulation of the strategy is known as strategic planning, which takes a comprehensive orientation, and generally long-term .
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