“Five Forces, PESTEL, SWOT, then stakeholders and so on. But what then? We, as strategists, start from a different point on the board. We have strategy theory in our mind all the time but we read this case to learn about the industry and the businesses in it. When we come across things we ask questions: is this strategic? What is it telling us about strategy? Is it context? Is it process? Is it content? Does it relate to external or internal elements? “
