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Choose two companies that are listed on the London (FTSE) or New York Stock Exchange, one that has
successfully implemented a strategic initiative, and one that has taken a strategic initiative that has not been
Write a report comparing, contrasting and critically evaluating the two initiatives using material from the
module. Justify your assessment using at least FIVE of the following concepts, tools and techniques discussed in
the course:
 strategic purpose
 industry attractiveness
 resources and capabilities
 competitor and market analysis
 competitive advantage
 portfolio analysis
 industry life cycle
 option evaluation
 organisational design
 change management
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 ,Strategic Management