EXPLORING
STRATEGY
NINTH EDITION
TEXT & CASES
GERRY
JOHNSON
RICHARD
WHITTINGTON
KEVAN
SCHOLES
, WELCOME TO
EXPLORING STRATEGY
Strategy is an exciting subject. It’s about the overall direction of all kinds of organisations,
f rom multinationals to entrepreneurial start-ups, f rom charities to government agencies,
and many more. Strategy raises the big questions about these organisations – how they
grow, how they innovate and how they change. As a manager of today or tomorrow, you
will be involved in shaping, implementing or communicating these strategies.
Our aim in writing Exploring Strategy is to give you a comprehensive understanding of the
issues and techniques of strategy, and to help you get a great final result in your course.
Here’s how you might make the most of the text:
● Explore hot topics in cutting-edge issues such as competitive strategy, corporate
governance, innovation and entrepreneurship, international strategy, strategic change
and acquisitions and alliances.
● Consider the 'key debates' and the different strategy ‘lenses’ to get new perspectives
and set you on your way to better grades in your assignments and exams.
● Follow up on the recommended readings at the end of each chapter. They’re specially
selected as accessible and valuable sources that will enhance your learning and give
you an extra edge in your course work.
Af ter you’ve registered with the access code included in this book, visit Exploring Strategy at
www.pearsoned.co.uk/mystrategylab to f ind essential student learning material including:
● The Strategy Experience simulation, which gives you practical hands-on experience of
strategic decision-making in organisations. As a Director of the Board, you must deal with
opportunities as they arise, and your decisions will affect the company’s performance.
Choose wisely!
● A personalised study plan based on f eedback that identifies your strengths and weak-
nesses, then recommends a tailored set of resources that will help to develop your
understanding of strategy.
● Audio and video resources, including case studies on IKEA, Land Rover and the Eden
Project, that put a spotlight on strategy in practice.
We want Exploring Strategy to give you what you need: a comprehensive view of the subject,
an ambition to put that into practice, and – of course – success in your studies. We hope
that you’ll be as excited by the key issues of strategy as we are!
So, read on and good luck!
Gerry Johnson
Richard Whittington
Kevan Scholes
,Gerry Johnson, BA, PhD is Emeritus Professor of Strategic Management
at Lancaster University School of Management and a Senior Fellow of
the UK Advanced Institute of Management Research (AIM). He has also
taught at Strathclyde Business School, Cranfield School of Management,
Manchester Business School and Aston University. He is the author of
numerous books and his research has been published in many of the foremost
management research journals in the world. He also serves on the editorial boards
of the Academy of Management Journal, the Strategic Management Journal and the
Journal of Management Studies. He is a partner in the consultancy partnership Strategy
Explorers (see www.strategyexplorers.com) where he works with senior management
teams on issues of strategy development and strategic change.
Richard Whittington MA, MBA, PhD is Professor of Strategic Management at the Saïd
Business School and Millman Fellow at New College, University of Oxford.
He is author or co-author of nine books and has published many journal
articles. He serves on the editorial boards of Organization Science, Organ-
ization Studies, the Strategic Management Journal and Long Range Planning,
amongst others. He has had full or visiting positions at the Harvard Business
School, HEC Paris, Imperial College London, the University of Toulouse
and the University of Warwick. He is a partner in Strategy Explorers and active in
executive education and consulting, working with organisations from across Europe,
the USA and Asia (see www.strategyexplorers.com). His current research is focused
on strategy practice and international management.
Kevan Scholes MA, PhD, DMS, CIMgt, FRSA is Principal Partner of Scholes
Associates – specialising in strategic management. He is also Visiting
Professor of Strategic Management and formerly Director of the Sheffield
Business School, UK. He has extensive experience of teaching strategy to
both undergraduate and postgraduate students at several universities. In
addition, his corporate management development work includes organisations
in manufacturing, many service sectors and a wide range of public service organisa -
tions. He has had regular commitments outside the UK – including Ireland, Australia
and New Zealand. He has also been an advisor on management development to a
number of national bodies and is a Companion of The Chartered Management Institute.
, EXPLORING
STRATEGY
NINTH EDITION
GERRY JOHNSON
Lancaster University Management School
RICHARD WHITTINGTON
Saïd Business School, University of Oxf ord
KEVAN SCHOLES
Shef f ield Business School
With the assistance of
STEVE PYLE
STRATEGY
NINTH EDITION
TEXT & CASES
GERRY
JOHNSON
RICHARD
WHITTINGTON
KEVAN
SCHOLES
, WELCOME TO
EXPLORING STRATEGY
Strategy is an exciting subject. It’s about the overall direction of all kinds of organisations,
f rom multinationals to entrepreneurial start-ups, f rom charities to government agencies,
and many more. Strategy raises the big questions about these organisations – how they
grow, how they innovate and how they change. As a manager of today or tomorrow, you
will be involved in shaping, implementing or communicating these strategies.
Our aim in writing Exploring Strategy is to give you a comprehensive understanding of the
issues and techniques of strategy, and to help you get a great final result in your course.
Here’s how you might make the most of the text:
● Explore hot topics in cutting-edge issues such as competitive strategy, corporate
governance, innovation and entrepreneurship, international strategy, strategic change
and acquisitions and alliances.
● Consider the 'key debates' and the different strategy ‘lenses’ to get new perspectives
and set you on your way to better grades in your assignments and exams.
● Follow up on the recommended readings at the end of each chapter. They’re specially
selected as accessible and valuable sources that will enhance your learning and give
you an extra edge in your course work.
Af ter you’ve registered with the access code included in this book, visit Exploring Strategy at
www.pearsoned.co.uk/mystrategylab to f ind essential student learning material including:
● The Strategy Experience simulation, which gives you practical hands-on experience of
strategic decision-making in organisations. As a Director of the Board, you must deal with
opportunities as they arise, and your decisions will affect the company’s performance.
Choose wisely!
● A personalised study plan based on f eedback that identifies your strengths and weak-
nesses, then recommends a tailored set of resources that will help to develop your
understanding of strategy.
● Audio and video resources, including case studies on IKEA, Land Rover and the Eden
Project, that put a spotlight on strategy in practice.
We want Exploring Strategy to give you what you need: a comprehensive view of the subject,
an ambition to put that into practice, and – of course – success in your studies. We hope
that you’ll be as excited by the key issues of strategy as we are!
So, read on and good luck!
Gerry Johnson
Richard Whittington
Kevan Scholes
,Gerry Johnson, BA, PhD is Emeritus Professor of Strategic Management
at Lancaster University School of Management and a Senior Fellow of
the UK Advanced Institute of Management Research (AIM). He has also
taught at Strathclyde Business School, Cranfield School of Management,
Manchester Business School and Aston University. He is the author of
numerous books and his research has been published in many of the foremost
management research journals in the world. He also serves on the editorial boards
of the Academy of Management Journal, the Strategic Management Journal and the
Journal of Management Studies. He is a partner in the consultancy partnership Strategy
Explorers (see www.strategyexplorers.com) where he works with senior management
teams on issues of strategy development and strategic change.
Richard Whittington MA, MBA, PhD is Professor of Strategic Management at the Saïd
Business School and Millman Fellow at New College, University of Oxford.
He is author or co-author of nine books and has published many journal
articles. He serves on the editorial boards of Organization Science, Organ-
ization Studies, the Strategic Management Journal and Long Range Planning,
amongst others. He has had full or visiting positions at the Harvard Business
School, HEC Paris, Imperial College London, the University of Toulouse
and the University of Warwick. He is a partner in Strategy Explorers and active in
executive education and consulting, working with organisations from across Europe,
the USA and Asia (see www.strategyexplorers.com). His current research is focused
on strategy practice and international management.
Kevan Scholes MA, PhD, DMS, CIMgt, FRSA is Principal Partner of Scholes
Associates – specialising in strategic management. He is also Visiting
Professor of Strategic Management and formerly Director of the Sheffield
Business School, UK. He has extensive experience of teaching strategy to
both undergraduate and postgraduate students at several universities. In
addition, his corporate management development work includes organisations
in manufacturing, many service sectors and a wide range of public service organisa -
tions. He has had regular commitments outside the UK – including Ireland, Australia
and New Zealand. He has also been an advisor on management development to a
number of national bodies and is a Companion of The Chartered Management Institute.
, EXPLORING
STRATEGY
NINTH EDITION
GERRY JOHNSON
Lancaster University Management School
RICHARD WHITTINGTON
Saïd Business School, University of Oxf ord
KEVAN SCHOLES
Shef f ield Business School
With the assistance of
STEVE PYLE
