At the outset of the strategy-making process a company ', s senior managers must wrestle.With the issue of what directional path the company should take. Can the company s. 'Prospects be improved by changing its, product offerings or the markets in which it.Participates or the, customers it aims to serve? Deciding to commit the company to one.Path versus another pushes managers to draw some carefully reasoned conclusions about.Whether the company 's present strategic course offers attractive opportunities for growth.And profitability or whether changes of one kind or another in the company s strategy and. 'Long-term direction are needed.
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