Citation (IEEE): M. Robert, Strategy Pure and Simple II: How Winning Companies Dominate Their Competitors. New York, NY, USA: McGraw-Hill, 1998.
What it argues
Robert argues that companies are usually so absorbed in operations that they neglect strategic thinking: deciding what the business should look like in the future, as distinct from how to run it. He proposes that every company has one driving force, such as a product concept, a technology or a distribution method, that should determine which products, customers and markets it pursues. A company should cultivate a few areas of excellence that serve that driving force and leverage them widely. The best strategies change the rules of the game, so that competitors become largely irrelevant.