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Corporate Ambition

In: Corporate Strategy

Author

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  • Ulrich Pidun

    (Boston Consulting Group
    Technical University of Berlin)

Abstract

Before we can start working on the corporate strategy of a company, we must be clear about its corporate ambition. As Lucius Annaeus Seneca put it: “If one does not know to which port one is sailing, no wind will be favorable.” Why do we exist as a company? In which direction do we want to go? How do we define success? These key questions establish the motivation, goals, and boundary conditions of corporate strategy development. For practical purposes, corporate ambition can be broken down into two elements: the corporate objective function that delineates how the company defines and measures success and the specific corporate priorities as expressed in the mission and vision of the company. We will cover both elements in turn.

Suggested Citation

  • Ulrich Pidun, 2019. "Corporate Ambition," Springer Books, in: Corporate Strategy, chapter 2, pages 11-31, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-25426-1_2
    DOI: 10.1007/978-3-658-25426-1_2
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