Introduction -- 1. use and abuse of strategy -- 2. brief history of strategy -- 3. Swings in strategic thinking: Six phases -- 4. Towards a synthesis -- 5. Progressive approximation in developing strategy -- pt. 1. Business Unit Strategy: A do-it-yourself guide -- 1. Overview -- 2. What businesses are you in? -- 3. Where do you make the money? -- 4. How good are your competitive positions? -- 5. What skills and capabilities underpin your success? -- 6. Is this a good industry to be in? -- 7. What do the customers think? -- 8. What about the competitors? -- 9. How do you raise profits quickly? -- 10. How do you build long term value? -- 11. Conclusion -- 12. Additional note on the theory of business unit strategy -- pt. 2. Corporate Strategy -- 1. great myth of corporate strategy -- 2. Six legitimate roles for the corporate centre -- 3. Emergency corporate strategy -- 4. Olympian corporate strategy -- 5. Acquisition-driven corporate strategy -- 6. Market expansion corporate strategy -- 7. Competency-based corporate strategy -- 8. Performance control corporate strategy -- 9. Which corporate strategy is right for your firm? -- 10. Common elements of good corporate strategy -- 11. Additional note on the theory of corporate strategy -- pt. 3. Strategic Thinkers -- pt. 4. Strategic Concepts, Tools and Techniques -- pt. 5. Strategic Shifts in the Twenty-First Century: The impact of increasing returns, networks, and the net.