Andrea Beretta Zanoni, Silvia Vernizzi

(University of Verona, Italy)

 

 

Abstract: Company strategy is a set of decisions identifying the objectives to reach and the way to reach them in a competitive context. As all companies operate in competitive contexts, they all have a de facto strategy, even if it is not always the result of planning and, even when it is, it may take on a configuration other than that defined during the planning stage. For those reasons it is useful to evaluate the strategy of a firm using what can be called a “diagnostic test”, especially when competitive pressure exceeds certain limits making the context more volatile and subject to risk and uncertainty. The aim of this article is to propose a model for diagnosing the quality of a company’s strategic design and describe its application in the case of a producer of sparkling wine (spumante) conventionally called “Tenuta Alba”.

 

 

Key words: firm strategy; strategic diagnosis; strategy evaluation; strategy test

 

JEL codes: M10, M20, M21