Date of this Version
MIT Sloan Management Review
When developing strategy, a manager considers how various tactics will affect short-term performance and broad strategic direction. The skilled manager keeps those factors in mind and, simultaneously, gauges what the competition is up to. The authors describe a mapping technique that will help managers to do just that. Not only does the technique provide an accessible measure of relative competitive standing, but it also allows managers to simulate tactical changes and analyze their probably impact on business performance.
Originally published in MIT Sloan Management Review © 1987 MIT Press.
Olivia, T. A., Day, D. L., & DeSarbo, W. S. (1987). Selecting Competitive Tactics: Try a Strategy Map. MIT Sloan Management Review, 28 (3), 5-15. Retrieved from https://repository.upenn.edu/marketing_papers/395
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Date Posted: 15 June 2018
This document has been peer reviewed.