The aim of this path-breaking new text is to blend the relevant
aspects of business policy and industrial economics to provide
students with a powerful new framework for understanding how
company strategy relates to the markets in which comanies operate.
By bringing these two key areas together for the first time in a
textbook, it provides a better understanding of the factors which
influence a firm's choice of strategy and the market consequences
of such strategic choices.
The book provides an exceptionally clear overview: .
* How companies decide on which businesses and markets to operate
in, and the competitive strategies they can adopt to succeed.
* A description of the key features of markets and how they
function, including supply and demand, market structure, buyer
behaviour and others.
* The need to understand that business strategy is concerned with
the formulation of long term plans which have economic,
organisational, marketing and financial dimensions.
Carefully tested in wide course use by the authors, the approach
that" Companies and Markets takes will allow students of business
studies and industrial economics to see the fundamental importance
of markets to understanding the competitive and corporate
strategies of businesses.
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