What is strategy and why is it important? -- Charting a company's direction : vision and mission, objectives, and strategy -- Evaluating a company's external environment -- Evaluating a company's resources, cost position, and competitiveness -- The five generic competitive strategies -- Supplementing the chosen competitive strategy : other important strategy choices -- Strategies for competing in international markets -- Corporate strategy : diversification and the multibusiness company -- Strategy, ethics, and corporate social responsibility -- Superior strategy execution : another path to competitive advantage -- Mystic Monk Coffee -- Competitive among the North American warehouse clubs : Costco Wholesale versus Sam's Club versus BJ's Wholesale -- Competition in energy drinks, sports drinks, and vitamin-enhanced beverages -- Netflix's business model and strategy in renting movies and TV episodes -- Redbox's strategy in the movie rental industry -- Sift Cupcake and Dessert Bar -- Blue Nile, Inc. in 2011 : will its strategy to remain number one in online diamond retailing work? -- Panera Bread Company in 2011 : pursuing growth in a difficult economy -- Apple Inc. in 2011 : can it prosper without Steve Jobs? -- Google's strategy in 2011 -- Sara Lee Corporation in 2011 : has its retrenchment strategy been successful? -- Robin Hood -- Southwest Airlines in 2010 : culture, values, and operating practices -- Norton Lilly International : implementing transformational change in the shipping industry -- Starbucks' strategy and internal initiatives to return to profitable growth -- Cash connection : are its payday lender strategy and its business model ethical?