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Company Goals Are Not Strategies

Wednesday, 8 Jun 2011 | 3:40 AM ET

In his book "Good Strategy/Bad Strategy," Richard Rumelt argues that many companies' strategies are not strategies at all. "The most frequent situation I run into is where they (companies) say they have a strategy or a strategy process and it's really just a financial forecast or a set of goals. That's not a strategy," Rumelt told CNBC on Wednesday.