The General Manager’s Role: Strategic Decision Making and IntegrationIn this unit, you will consider how enterprises may develop a strategic position statement. You will review how creating a position statement leads to strategic decision making. This involves choosing among alternative interpretations of issues, their significance and preferred strategic response. You will also consider the role of key decision makers in the strategic decision-making process. It is important to note that specific techniques for undertaking the various elements of internal and external analysis which support the development of the strategic position statement are examined in the next two units.
In order to determine whether organisations have this synergistic relationship, it is important to understand the concept of marketing orientation.