The Two Stars Strategy

In this chapter, we now arrive at our now completed and fully formed strategic approach, the Two Stars Strategy. The Two Stars Strategy consists of two equal parts. On the one hand the “Strategy for Excellence”, which corresponds to the classic corporate strategy, and on the other hand a new and additional “Strategy for Change”. This new second part of the strategy is a significant part of the innovation strategy, which thus appears in a new form. We show that the innovation strategy, contrary to previous teaching, is not just a functional strategy, but must be understood as an equal second part of a comprehensive corporate strategy, i.e. the Two Stars Strategy.