1. Introducing the Strategy Concept,
2. Thinking Strategically and the 'Why' of Strategy,
3. Macro and Industry Contexts,
4. Industry Contexts - the 'where' of strategy,
5. The 'how' of Strategy: resources, capabilites and culture,
6. Protecting Resources and Capability Advantages,
7. Overcoming Inertia to Change Capabilities,
8. Organisational Learning, Ambidexterity and Strategic Innovation,
9. Making the Value Proposition a Viable Business Model,
10. The 'What' of Strategy: Viable and Valuable Strategic Alternatives,
11. Evaluating the 'What' of Strategy,
12. Strategic Contexts: When Specific Circumstances Matter