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5 Strategy

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Chapter Summary

Both strategy and tactics are necessary, but a clear distinction needs to be made between them. Strategy is the overall guideline, indicating the direction we need to take from our wishes and needs to our objectives. Tactics, on the other hand, always follow after strategy, fleshing it out with a concrete line of action. If strategy is the thought, then tactics are its formulation. If we are going to get our message across, both will be necessary - but the thought comes before the word. This chapter deals with the adaptation of a chosen strategy to changing circumstances. It focuses on the example of IBM to shows how a multinational corporation was obliged to harmonize its strategy with the position held by the government of a host country, and immediately adapt it to any new position taken up.

Keywords: negotiation; strategy; tactics



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