Michael Porter's ‘generic strategies' are considered as one of the definitive guides on how to establish and maintain a competitive advantage. Porter's prominent research establishes that competitive strategy is critical to an organization's profitability and long-term survival. According to...

BAE Systems is the 3rd largest defense company in the world, the largest outside of the US, and in 2016, they reached sales of £25 bn. Their vision is to be the premier international defense aerospace and security company in the world. This vision is vague and ‘premier’ can be interpreted...