"To put the issue of strategic clarity in context, let's start by defining terms. Figure 5.1 illustrates the four hierarchical elements required to formulate and execute effective business strategy. The starting point is a set of overarching goals that establish a company's long-run intent and management priorities. ... A company's stated goals identify the broad boundaries of business scope and the areas of business activity and performance of greatest concern to management, e.g., consumer satisfaction, employee safety and welfare, shareholder value, and sustainable business practices.
...Pessoalmente trabalho com outra versão daquela hierarquia:
A company's strategy describes how it plans to meet its stated objectives. Strategy is all about making choices, and a company's strategy guides which market opportunities to pursue, which products to create, which distribution channels to exploit, and which business partnerships to form. Strategic choices to ignore certain opportunities are just as important as actionable commitments."
Trechos e imagem retirados de "If You're in a Dogfight, Become a Cat!: Strategies for Long-Term Growth"