Shafer et al (2005) refer to Henry Mintzberg's book The Rise and Fall Strategic Planning, where it is claimed that a strategy can be viewed in at least four different ways: as a pattern, plan, position, or perspective. Specifically in a backward-looking context, strategy is sometimes viewed as a pattern of choices made over time. More frequently, however, strategy is considered in a forward-looking sense. Within that forwardlooking domain, some see strategy as a plan; a view that relates to choices about paths or courses of action, much like a directional roadmap. Some, such as management guru Peter Drucker, view strategy as perspective, i.e. choices about how the business is conceptualised. Still, others, such as leading strategist Michael Porter, see strategy as a position; a view that relates to choices about which products or services are offered in which markets based on differentiating features.