Strategy is often linked to change. Globalisation compels companies to internationalise, so they must choose a strategy that enables them to remain competitive in the global market. Strategy is also linked to the future. It is a question of choosing strategies appropriate for enabling them to achieve long-term objectives. Having to face an environment often perceived as hostile and unstable, a company needs to redefine its strategy, to give it a new orientation. Are these attitudes towards strategy common to all companies?
What role can culture play in defining strategy?