Technological advancement compounds the complexity of competitor identification making it increasingly multi-front and multi-dimensional. Strategic groups are an important unit for competition analysis, typically delineated by firms’ characteristic similarities or cognitive maps. Both have...

Purpose – The purpose of this paper is to present the views of Rod Aldridge OBE on building the strategy of a FTSE 100 company. Design/methodology/approach – The paper takes the form of an interview. Findings – The interview with Rod Aldridge brings to life a number of key strategy...