Corporate Ambition

Ulrich Pidun
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Ulrich Pidun: Boston Consulting Group

Chapter 2 in Corporate Strategy, 2019, pp 11-31 from Springer

Abstract: 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.

Date: 2019
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DOI: 10.1007/978-3-658-25426-1_2

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