PRINCIPLES AND GOALS OF BUSINESS STRATEGIES

The word ''strategy'' has become one of the most common and improperly used words in business literature. We can find terms such as business strategy, corporate strategy, pricing strategy, advertising strategy, marketing strategy and many others. In the strictest sense strategy refers to means and not to ends. Strategy is primarily concerned with how an organisation will achieve its objectives. Best described as business strategy, the original meaning was concentrated on how the key decision-making unit of the organization (strategy business unit) is going to marshall its resource in order to achieve its stated business objectives. The article presents 9 distinguishing definicions of strategy concepts. To explain the word strategy, three important terms are mentioned: sustainable distinct competence, competitive advantage and strategy level.