This module will focus on building the business level strategy. With many directions, strategic options and ideas in front of a firm, how to best succeed when rationalizing the findings of analysis is a complex challenge. Designing and implementing strategy are considered one of the most challenging parts of the strategy formulation process. A brilliantly conceived strategy can fail from the misinterpretation of the marketplace, over or underemphasizing findings, inabilities to find agreement, staff resistance, poor communication and lack of execution. This strategy must also align with the direction the firm identifies with the vision, mission and overarching corporate values.