Strategy is not a plan, it's a unifying theme. It gives consistency in direction. Common charachteristics of a succesful strategy:

1. Goals are simple, consistent and long term
2. Profound understanding of competetive environment
3. Objective appraisal of resources: exploit internal strengths, protect areas of weakness
4. Effective implementation: reach decisions, implement them, create loyalty, built effective, efficient and flexible organizations

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