The main revision to the current edition focuses on the key concepts introduced in Chapter 4. These include, in particular, the unique competing space framework and the distinction between high-level and supporting-level frameworks of strategic analysis (both of which are unique contributions of the book) and both of which have been very well received by executive audiences. The objective of the proposed revision is to (1) marginally sharpen some of the passages that introduce and position some of the key notions e.g. strategy, strategic thinking; (2) provide elaborations on part of the book focussing on strategic analysis and elaborate on some of the newest thinking that has emerged since the book appeared; (3) bring in relatively few, though nonetheless important corrections. The book presents a practitioner focussed approach to strategy. It does not purport to be a textbook on strategy, but is aimed at the strategist in practice. While rigorously founded on current thinking and theoretical concepts in the field of strategic management it aims to provide the strategy practitioner with a systematic and insight-driven approach to strategic thinking. establish and translate the relevance of strategy theory to its application in the practice field. lead the reader through the strategic thinking process, beginning with the formulation of compelling and clearly articulated strategic questions that set the scene for practical issues. Provide tools of strategic analysis in combination with informed intuition to understand the strategic landscape. This revised edition offers students and executives further help in developing insight or getting the big picture through new frameworks.