In a company nowadays, general management engaging in the four major functions of whichis planning, organizing, leading and controlling. The process of achieving organizationalgoals by may not sufficient and supportive for the organization succeed in the world of complex environments. It concerns about the process to manage the company internally butdo not concentrate more on creating competitiveness regarding environments affecting theorganization. Even companies adopt general management to sustain profitability by reducingthe defects or costs, and improving operations process in order to increase productivity, theymay not succeed in the competition because they perform only similar activities better thancompetitors but do not create distinctive competitiveness.Additionally, they perform only operational effectiveness but not strategy. Operationaleffectiveness and strategy are both essential to superior performance but they work in verydifferent ways.
Strategy is about competitive position that the company performs differentactivities from rivals or performing similar activities in different ways. To learn how thecompanies create strategies and put them into action, the executives or strategists shouldexamine carefully an aspect of strategic management