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realized over time rather than planned or intended. Where the realized pattern was different from the intent, he referred to the strategy as emergent;
* Strategy as position - locating brands, products, or companies within the market, based on the conceptual framework of consumers or other stakeholders; a strategy determined primarily by factors outside the firm;
* Strategy as ploy - a specific maneuver intended to outwit a competitor; and
* Strategy as perspective - executing strategy based on a "theory of the business" or natural

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