Strategy in Action is a thoroughly revised and updated edition of the best-selling title Strategic Thinking. Strategy in Action emphasises the basic simplicity of much of strategic management theory, but acknowledges the complexity of using this theory to make decisions and implement successful change. The author looks critically at various theoretical approaches to strategy and also highlights some of the practical issues that have arisen as a result of technological innovation and change. The text provides an explanation of the Hierarchy of Objectives and distinguishes between strategic and financial objectives and performance. It also provides a way of incorporating ethical considerations in the basic strategic model of business.