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4;
From competitive
advantage
to corporate
strategy
Michael E. Porter
Corporate strategy, the overall plan for a The corporate strategies of most companies have dissi-
diversified company, is both the darling and the step- pated instead of created shareholder value .
child of contemporary management practice-th e dar- The need to rethink corporate strategy
ling because CEOs have been obsessed with diversifica could hardly be more urgent . By taking over companies
tion since the early 1960s, the stepchild because almos and breaking them up, corporate raiders thrive on
no consensus exists about what corporate strategy is, failed corporate strategy. Fueled by junk bond financing
much less about how a company should formulate it . and growing acceptability, raiders can expose any com-
pany to takeover, no matter how large or blue chip .
Recognizing past diversification mis-
takes, some companies have initiated large-scale re-
The track tecof d structuring programs . Others have done nothing at all .
of corpoiate strategies Whatever the response, the strategic questions persist .
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