Abstract
PurposeThe purpose is to show that it is necessary for a company to choose a business strategy that relies on a thorough understanding of the company setting.Design/methodology/approachThe Strategic States Model is presented and illustrated by the Ericsson case. Advices on application of the model are presented.FindingsThe case shows that a search for an optimum business strategy means competitiveness.Practical implicationsIn applying the Strategic States Model, management would be advised to formulate business strategy step‐by‐step.Originality/valueThe article turns theoretical research into advices that are valuable for companies when they choose business strategies. The case shows that practical company situations can be generalized in accordance with strategy models.
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