DELINEATING THE SCOPE OF CORPORATE, BUSINESS, AND MARKETING STRATEGY

The conceptualization of strategy in terms of corporate, business, and functional level strategies has gained wide acceptance in the strateg ic management and marketing literatures. Under this schema, strategy a t each level is presumed to have a well defined domain, and key decisi ons associated with each level are presumed to be made by decision mak ers at that level. While the above hierarchial conceptualization of st rategy does have its merits, as pointed out in this paper, when used a s a basis for defining and delimiting the scope of corporate, business and marketing strategy, and specifying the locus of strategic decisio n making within organizations, the overlapping nature of these strateg ic domains and the multiplicity of environmental and organizational fa ctors that may lead to a divergence between the locus of strategy and locus of decision making should be recognized.