In this chapter we introduced the concept of strategy. We provided our definition of strategy. We outlined the development of strategic concepts and thought, indicating the growth in complexity. We briefly summarised the wide variety of current theories that are used to assess and develop concepts and approaches to strategy. We outlined the three levels of strategy which, together with the wide variety of theoretical and practical approaches to the field, account for the often confusing use of the term 'strategy' in business conversation.
We noted that we will concentrate on the business strategy level, as this is the main level at which strategic thinking, analysis and action takes place. We outlined the model of business strategy that we will use and described how we cover this model, together with brief explanations of what else is (covered in the book, and how it relates to the main model.
Finally, we discussed to what extent strategy development in small countries such as Australia, New Zealand, Singapore, Malaysia and most Asian countries may differ from the proposals in mainstream theory and practice, most of which originate in the us.