Adopting a Strategic Approach within Retail Organisations

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This seminar paper explores the concept of strategy within the context of business economics, particularly focusing on offline and online marketing. It emphasizes the importance of establishing long-term goals and objectives for enterprises, referencing Chandler's definition from 1990. The paper reflects high academic standards, achieving a top grade, and is rooted in the coursework of Retailing Corporate Strategy at the University of St Andrews, showcasing a thorough understanding of strategic principles in marketing.