Strategic planning is an essential task that helps companies adapt to changes in the environment and to develop proactively. Accordingly, the goal of strategic planning is to ensure companies' survival and long-term success. 

The strategy-planning process proposed in this book is based on the authors' many years of experience as consultants and board members. The book shows how to carry out sound analyses, how to define concrete strategic objectives, how to develop and assess strategic options and how to determine which implementation projects are necessary. Numerous practical examples serve to illustrate the proposed approach.

For the third edition, the sections on corporate strategy and business strategy development have been redesigned and expanded. Throughout the book, many aspects have been clarified and simplified.

The book provides practitioners the knowledge they need to develop their own strategies. In addition, it offers a valuable textbook on the complex task of strategic planning.

Rudolf Grünig is Professor of Management at the University of Fribourg. He is board member and consultant of large and medium-sized Swiss companies. He is lecturer for strategy in executive programs and Adjunct professor at the Swiss Finance Institute. From 2006 to 2009 he was commander of an infantry brigade of the Swiss Army.

Richard Kühn is Professor emeritus. He is former director of the Institute of Marketing and Management at the University of Bern. From 1970 to 2019 he was board member of important Swiss companies and consultant in the field of marketing and strategic management. He is founder and director of different executive education programs in the field of marketing and strategic management as well as long-standing member of the Competition Commission of Switzerland.

Dirk Morschett is Professor of International Management at the University of Fribourg and director of the Centre for European Studies. He is lecturer in executive education programs and strategy trainings and consultant of large and medium-sized Swiss companies, particularly in retailing and consumer goods industry.