Abstract
"It is the Tao of survival or extinction. Its study cannot be neglected?, says Sun Tzu, in The Art of War (Grant, 2007, p. 3). In other words, it is essential and vital to build a strategy, even though it is not easy to implement it, and face it in an unstable environment. The choice of the company's strategy, and also its implementation can directly affect it and consequently can have an influence on its future, in a positive or negative way. In fact, some companies can have good results and totally succeed in their strategy while others companies fail (Hill & Jones, 2001, p.4). To have a better understanding of the subject, it is important to define the concept of strategic management. According to Johnson, Scholes and Whittington, "Strategic Management includes the understanding the strategic position of an organization, strategic choices for the future and turning strategy into action.? (Johnson, Scholes & Whittington, 2005, p.16).
