In this introduction lecture, firstly, the various definitions of the word "strategy" are discussed and then we explore the levels of decision-making in successful strategic management. The different frameworks and ways of approaching strategy are introduced and then, finally, we discuss the nature of strategic objectives – who is responsible for setting them and what they are essentially about.

In this lecture, we present several notable case studies that illustrate various business strategies across different industries:

1. Coursera

2. Boeing vs Airbus

3. Netflix

4. IKEA

5. Tesla