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  Marketing  
     
  Should we focus on strategy or tactics?
 
  You need first to define your strategy to attack the market and be successful. But once defined, your focus should be 100% on how to implement this strategy. Many Americans believe that Europeans are good at defining and redefining their strategy permanently, but never take the time to actually implement it. Even if this perception is exaggerated, one should never forget that a strategy that cannot be implemented is worthless! Good tactics is what makes the strategy successful. Our advice is to define first a clear strategy, with goals to reach (for example: successfully introduce product X and sell it to Y customers in a niche market) and high-level means to attain the goal (for example: implement and train a direct sales force and support it with a marketing budget of Z dollars). Then it's time to focus on tactics: how to reach this goal, in detail. If an interesting opportunity arises, you should be able to take advantage of it (which might mean shifting some budget money from one activity to another) without changing your strategy. In fact, you should only consider opportunities that will let you achieve your strategy.  
     
  Questions?  
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