{"id":401,"date":"2026-10-27T18:58:34","date_gmt":"2026-10-27T15:58:34","guid":{"rendered":"https:\/\/mtms.com.eg\/index.php\/2026\/10\/27\/what-is-strategic-management\/"},"modified":"2026-10-30T15:19:12","modified_gmt":"2026-10-30T13:19:12","slug":"what-is-strategic-management","status":"publish","type":"post","link":"https:\/\/mtms.com.eg\/index.php\/2026\/10\/27\/what-is-strategic-management\/","title":{"rendered":"\u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629: \u0627\u0644\u0645\u0641\u0647\u0648\u0645 \u0648\u0627\u0644\u0645\u0631\u0627\u062d\u0644 \u0648\u0627\u0644\u0646\u0645\u0627\u0630\u062c \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629"},"content":{"rendered":"\n<script>(function(){function s(){var home=null,tr=[];document.querySelectorAll('a.menu-link').forEach(function(a){var h=a.getAttribute('href')||'';if(\/\\\/trainers\\\/?$\/.test(h))tr.push(a);else if(!home&&\/^https?:\\\/\\\/[^\\\/]+(\\\/index\\.php)?\\\/?$\/.test(h))home=a});if(!home)return;var ar=\/[\u0600-\u06ff]\/.test(home.textContent);tr.forEach(function(a){var t=ar?'\u0627\u0644\u0645\u062f\u0631\u0628\u0648\u0646':'Trainers';if(a.textContent!==t)a.textContent=t})}s();document.addEventListener('DOMContentLoaded',s);new MutationObserver(s).observe(document.body,{childList:true,subtree:true,characterData:true})})();<\/script>\n\n<style>.single-post .entry-header,.single-post .entry-content,.single-post .entry-title,.single-post .post-navigation{direction:rtl;text-align:right}.single-post .entry-content{font-size:18px;line-height:2;color:#1f2937}.single-post .entry-content h2{color:#0B2F9F;border-right:4px solid #7B2FF7;padding-right:12px;margin-top:2em}.single-post .entry-content h3{color:#0B2F9F;margin-top:1.5em}.single-post .entry-content ul,.single-post .entry-content ol{padding-right:1.5em;padding-left:0}.single-post .entry-content img{display:block}.single-post .mtms-meta{font-size:14px;color:#6b7280;border-bottom:1px solid #e5e7eb;padding-bottom:12px;margin-bottom:20px}.single-post .mtms-box{background:#f3f0ff;border:1px solid #d9ccff;border-right:5px solid #7B2FF7;border-radius:8px;padding:16px 20px;margin:24px 0}.single-post .mtms-box h2{margin-top:0;border:0;padding:0;font-size:1.15em}.single-post .mtms-toc{background:#eef4ff;border-radius:8px;padding:16px 20px;margin:24px 0}.single-post .mtms-toc h2{margin-top:0;border:0;padding:0;font-size:1.15em}.single-post .mtms-toc ol{margin:0}.single-post .entry-content table{width:100%;border-collapse:collapse;margin:20px 0;font-size:16px;line-height:1.8}.single-post .entry-content th{background:#0B2F9F;color:#fff;padding:10px;text-align:right}.single-post .entry-content td{border:1px solid #e5e7eb;padding:10px;vertical-align:top}.single-post .mtms-refs p{direction:ltr;text-align:left;padding-left:2em;text-indent:-2em;font-size:15px;line-height:1.7;margin:0 0 .8em}.single-post .mtms-author{background:#0B2F9F;color:#fff;border-radius:10px;padding:18px 22px;margin-top:32px;line-height:1.9}.single-post .mtms-author a{color:#19E6C9}<\/style>\n\n\n\n<style>.single-post .entry-content h2,.single-post .entry-content h3,.mtms-en h2,.mtms-en h3{color:#1B2A4A!important}.single-post .entry-content h2{border-right-color:#C9A227!important}.mtms-en h2{border-left-color:#C9A227!important}.single-post .mtms-box{background:#faf6e6!important;border-color:#ecdca0!important;border-right-color:#C9A227!important}.mtms-en .mtms-box{border-right-color:#ecdca0!important;border-left-color:#C9A227!important}.single-post .mtms-toc,.mtms-en .mtms-toc{background:#eef1f7!important}.single-post .entry-content th,.mtms-en th{background:#1B2A4A!important}.single-post .mtms-author,.mtms-en .mtms-author{background:#1B2A4A!important}.single-post .mtms-author a,.mtms-en .mtms-author a{color:#E6C75A!important}<\/style>\n<p class='mtms-meta'>\u0625\u0639\u062f\u0627\u062f: MTMS Global \u00b7 \u0622\u062e\u0631 \u062a\u062d\u062f\u064a\u062b: 27\/10\/2026 \u00b7 \u0632\u0645\u0646 \u0627\u0644\u0642\u0631\u0627\u0621\u0629: 9 \u062f\u0642\u0627\u0626\u0642 \u00b7 \u0627\u0644\u062a\u0635\u0646\u064a\u0641: \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/p>\n\n<div class='mtms-box'><h2>\u0645\u0644\u062e\u0635<\/h2><p>\u062a\u0639\u0631\u0636 \u0647\u0630\u0647 \u0627\u0644\u0645\u0642\u0627\u0644\u0629 \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 (Strategic Management) \u0628\u0648\u0635\u0641\u0647\u0627 \u0639\u0645\u0644\u064a\u0629 \u0645\u0633\u062a\u0645\u0631\u0629 \u0644\u0627 \u0648\u062b\u064a\u0642\u0629 \u062a\u064f\u0643\u062a\u0628 \u0645\u0631\u0629 \u0648\u0627\u062d\u062f\u0629. \u0648\u062a\u0646\u0627\u0642\u0634 \u0645\u0631\u0627\u062d\u0644\u0647\u0627 \u0627\u0644\u062e\u0645\u0633\u060c \u0648\u0646\u0645\u0648\u0630\u062c\u064a\u0646 \u062a\u062d\u0644\u064a\u0644\u064a\u064a\u0646 \u0631\u0626\u064a\u0633\u064a\u064a\u0646 \u0647\u0645\u0627 \u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u062e\u0645\u0633 (Porter&#8217;s Five Forces) \u0648\u0627\u0644\u0631\u0624\u064a\u0629 \u0627\u0644\u0642\u0627\u0626\u0645\u0629 \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u0627\u0631\u062f (Resource-Based View)\u060c \u062b\u0645 \u062a\u062d\u062f\u062f \u0627\u0644\u0623\u0633\u0628\u0627\u0628 \u0627\u0644\u0634\u0627\u0626\u0639\u0629 \u0644\u062a\u0639\u062b\u0631 \u0627\u0644\u062a\u0646\u0641\u064a\u0630\u060c \u0648\u062a\u0646\u062a\u0647\u064a \u0628\u062a\u0648\u0635\u064a\u0627\u062a \u0639\u0645\u0644\u064a\u0629 \u064a\u0645\u0643\u0646 \u0644\u0645\u062f\u064a\u0631 \u0645\u0624\u0633\u0633\u0629 \u0635\u063a\u064a\u0631\u0629 \u0623\u0648 \u0645\u062a\u0648\u0633\u0637\u0629 \u062a\u0637\u0628\u064a\u0642\u0647\u0627.<\/p><p><strong>\u0627\u0644\u0643\u0644\u0645\u0627\u062a \u0627\u0644\u0645\u0641\u062a\u0627\u062d\u064a\u0629:<\/strong> \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u060c \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629\u060c \u062a\u0646\u0641\u064a\u0630 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0628\u0637\u0627\u0642\u0629 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u062a\u0648\u0627\u0632\u0646.<\/p><\/div>\n\n<nav class='mtms-toc' aria-label='\u0645\u062d\u062a\u0648\u064a\u0627\u062a \u0627\u0644\u0645\u0642\u0627\u0644\u0629'><h2>\u0645\u062d\u062a\u0648\u064a\u0627\u062a \u0627\u0644\u0645\u0642\u0627\u0644\u0629<\/h2><ol><li><a href='#intro'>\u0645\u0642\u062f\u0645\u0629<\/a><\/li><li><a href='#concept'>\u0627\u0644\u0645\u0641\u0647\u0648\u0645 \u0648\u0627\u0644\u062a\u0639\u0631\u064a\u0641<\/a><\/li><li><a href='#vs-planning'>\u0627\u0644\u0641\u0631\u0642 \u0628\u064a\u0646 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a<\/a><\/li><li><a href='#stages'>\u0645\u0631\u0627\u062d\u0644 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/a><\/li><li><a href='#tools'>\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0631\u0626\u064a\u0633\u0629<\/a><\/li><li><a href='#example'>\u0645\u062b\u0627\u0644 \u062a\u0637\u0628\u064a\u0642\u064a \u062a\u0648\u0636\u064a\u062d\u064a<\/a><\/li><li><a href='#failure'>\u0623\u0633\u0628\u0627\u0628 \u062a\u0639\u062b\u0631 \u0627\u0644\u062a\u0646\u0641\u064a\u0630<\/a><\/li><li><a href='#conclusion'>\u0627\u0644\u062e\u0644\u0627\u0635\u0629 \u0648\u0627\u0644\u062a\u0648\u0635\u064a\u0627\u062a<\/a><\/li><li><a href='#faq'>\u0627\u0644\u0623\u0633\u0626\u0644\u0629 \u0627\u0644\u0634\u0627\u0626\u0639\u0629<\/a><\/li><li><a href='#refs'>\u0627\u0644\u0645\u0631\u0627\u062c\u0639<\/a><\/li><\/ol><\/nav>\n\n<h2 class='wp-block-heading' id='intro'>\u0645\u0642\u062f\u0645\u0629<\/h2>\n\n<p class=\"wp-block-paragraph\">\u062a\u062a\u062e\u0630 \u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u062a\u0648\u0632\u064a\u0639 \u0648\u0627\u0644\u0633\u0644\u0639 \u0627\u0644\u0627\u0633\u062a\u0647\u0644\u0627\u0643\u064a\u0629 \u0633\u0631\u064a\u0639\u0629 \u0627\u0644\u062f\u0648\u0631\u0627\u0646 (FMCG) \u0639\u0634\u0631\u0627\u062a \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0645\u062a\u0632\u0627\u0645\u0646\u0629: \u0623\u064a \u0642\u0646\u0648\u0627\u062a \u0627\u0644\u0628\u064a\u0639 \u062a\u064f\u0648\u0633\u064e\u0651\u0639\u060c \u0648\u0623\u064a \u062e\u0637\u0648\u0637 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u062a\u064f\u0648\u0642\u064e\u0641\u060c \u0648\u0645\u0627 \u062d\u062c\u0645 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0627\u0644\u0645\u0646\u0627\u0633\u0628 \u0641\u064a \u0627\u0644\u062a\u0642\u0646\u064a\u0629 \u0648\u0627\u0644\u062a\u062f\u0631\u064a\u0628. \u0648\u062d\u064a\u0646 \u062a\u063a\u064a\u0628 \u0627\u0644\u0648\u062c\u0647\u0629 \u0627\u0644\u0645\u0639\u0644\u0646\u0629\u060c \u062a\u064f\u062d\u0633\u0645 \u0647\u0630\u0647 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u062a\u062d\u062a \u0636\u063a\u0637 \u0627\u0644\u0623\u0633\u0628\u0648\u0639 \u0627\u0644\u062c\u0627\u0631\u064a\u060c \u0641\u062a\u062a\u0631\u0627\u0643\u0645 \u0645\u0628\u0627\u062f\u0631\u0627\u062a \u0645\u062a\u0641\u0631\u0642\u0629 \u0644\u0627 \u062a\u062e\u062f\u0645 \u0647\u062f\u0641\u064b\u0627 \u0648\u0627\u062d\u062f\u064b\u0627.<\/p>\n\n<p class=\"wp-block-paragraph\">\u062a\u0639\u0627\u0644\u062c \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0647\u0630\u0647 \u0627\u0644\u0641\u062c\u0648\u0629 \u0628\u0631\u0628\u0637 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0628\u0627\u0644\u0627\u062e\u062a\u064a\u0627\u0631\u060c \u0648\u0627\u0644\u0627\u062e\u062a\u064a\u0627\u0631 \u0628\u0627\u0644\u062a\u0646\u0641\u064a\u0630\u060c \u0648\u0627\u0644\u062a\u0646\u0641\u064a\u0630 \u0628\u0627\u0644\u0642\u064a\u0627\u0633. \u0648\u062a\u062a\u0646\u0627\u0648\u0644 \u0647\u0630\u0647 \u0627\u0644\u0645\u0642\u0627\u0644\u0629 \u0627\u0644\u0645\u0641\u0647\u0648\u0645 \u0648\u0641\u0642 \u0623\u062f\u0628\u064a\u0627\u062a \u0627\u0644\u062d\u0642\u0644\u060c \u062b\u0645 \u0627\u0644\u0645\u0631\u0627\u062d\u0644 \u0627\u0644\u0639\u0645\u0644\u064a\u0629\u060c \u062b\u0645 \u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0631\u0626\u064a\u0633\u0629\u060c \u0648\u062a\u0646\u062a\u0647\u064a \u0628\u0623\u0633\u0628\u0627\u0628 \u062a\u0639\u062b\u0631 \u0627\u0644\u062a\u0646\u0641\u064a\u0630 \u0648\u062a\u0648\u0635\u064a\u0627\u062a \u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u062a\u0637\u0628\u064a\u0642.<\/p>\n\n<h2 class='wp-block-heading' id='concept'>\u0627\u0644\u0645\u0641\u0647\u0648\u0645 \u0648\u0627\u0644\u062a\u0639\u0631\u064a\u0641<\/h2>\n\n<p class=\"wp-block-paragraph\">\u0644\u0627 \u064a\u0648\u062c\u062f \u062a\u0639\u0631\u064a\u0641 \u0648\u0627\u062d\u062f \u0645\u062a\u0641\u0642 \u0639\u0644\u064a\u0647 \u0644\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629. \u0648\u0644\u0630\u0644\u0643 \u0639\u0631\u0636 Mintzberg (1987) \u062e\u0645\u0633\u0629 \u0645\u0639\u0627\u0646\u064d \u0645\u062a\u0643\u0627\u0645\u0644\u0629 \u0644\u0647\u0627\u060c \u064a\u0644\u062e\u0635\u0647\u0627 \u0627\u0644\u062c\u062f\u0648\u0644 \u0627\u0644\u062a\u0627\u0644\u064a \u0645\u0639 \u0645\u062b\u0627\u0644 \u0645\u0646 \u0645\u0624\u0633\u0633\u0629 \u062a\u0648\u0632\u064a\u0639.<\/p>\n\n<table><thead><tr><th>\u0627\u0644\u0645\u0646\u0638\u0648\u0631<\/th><th>\u0627\u0644\u0645\u0639\u0646\u0649<\/th><th>\u0645\u062b\u0627\u0644 \u0645\u0646 \u0645\u0624\u0633\u0633\u0629 \u062a\u0648\u0632\u064a\u0639<\/th><\/tr><\/thead><tbody><tr><td>\u0627\u0644\u062e\u0637\u0629 (Plan)<\/td><td>\u0645\u0633\u0627\u0631 \u0645\u0642\u0635\u0648\u062f \u064a\u064f\u062d\u062f\u062f \u0645\u0633\u0628\u0642\u064b\u0627 \u0644\u062a\u062d\u0642\u064a\u0642 \u0647\u062f\u0641<\/td><td>\u062e\u0637\u0629 \u0644\u062a\u063a\u0637\u064a\u0629 \u0645\u062d\u0627\u0641\u0638\u0627\u062a \u0627\u0644\u0635\u0639\u064a\u062f \u062e\u0644\u0627\u0644 \u0639\u0627\u0645\u064a\u0646<\/td><\/tr><tr><td>\u0627\u0644\u0645\u0646\u0627\u0648\u0631\u0629 (Ploy)<\/td><td>\u062a\u062d\u0631\u0643 \u0645\u062d\u062f\u062f \u0644\u0645\u0648\u0627\u062c\u0647\u0629 \u0645\u0646\u0627\u0641\u0633<\/td><td>\u062e\u0641\u0636 \u0633\u0639\u0631 \u062e\u0637 \u0645\u0646\u062a\u062c\u0627\u062a \u0644\u0645\u0646\u0639 \u0645\u0646\u0627\u0641\u0633 \u0645\u0646 \u062f\u062e\u0648\u0644 \u0642\u0646\u0627\u0629 \u0628\u0639\u064a\u0646\u0647\u0627<\/td><\/tr><tr><td>\u0627\u0644\u0646\u0645\u0637 (Pattern)<\/td><td>\u0627\u062a\u0633\u0627\u0642 \u0641\u064a \u0627\u0644\u0633\u0644\u0648\u0643 \u0639\u0628\u0631 \u0627\u0644\u0632\u0645\u0646<\/td><td>\u062a\u0641\u0636\u064a\u0644 \u0645\u062a\u0643\u0631\u0631 \u0644\u0639\u0642\u0648\u062f \u0627\u0644\u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u062d\u0635\u0631\u064a\u0629 \u0645\u0639 \u0627\u0644\u0645\u0648\u0631\u062f\u064a\u0646<\/td><\/tr><tr><td>\u0627\u0644\u0645\u0648\u0642\u0639 (Position)<\/td><td>\u0627\u062e\u062a\u064a\u0627\u0631 \u0645\u0648\u0636\u0639 \u0641\u064a \u0627\u0644\u0633\u0648\u0642<\/td><td>\u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0645\u062a\u0627\u062c\u0631 \u0627\u0644\u062a\u062c\u0632\u0626\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u0627\u0644\u0635\u063a\u064a\u0631\u0629<\/td><\/tr><tr><td>\u0627\u0644\u0645\u0646\u0638\u0648\u0631 (Perspective)<\/td><td>\u0627\u0644\u0637\u0631\u064a\u0642\u0629 \u0627\u0644\u062a\u064a \u062a\u0631\u0649 \u0628\u0647\u0627 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0646\u0641\u0633\u0647\u0627 \u0648\u0633\u0648\u0642\u0647\u0627<\/td><td>\u062b\u0642\u0627\u0641\u0629 \u062a\u062c\u0639\u0644 \u062e\u062f\u0645\u0629 \u0627\u0644\u062a\u0627\u062c\u0631 \u0623\u0648\u0644\u0648\u064a\u0629 \u062a\u062a\u0642\u062f\u0645 \u0639\u0644\u0649 \u0647\u0627\u0645\u0634 \u0627\u0644\u0631\u0628\u062d<\/td><\/tr><\/tbody><\/table>\n\n<p class=\"wp-block-paragraph\">\u0623\u0645\u0627 Porter (1996) \u0641\u064a\u062d\u062f\u062f \u062c\u0648\u0647\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u062e\u0644\u0642 \u0645\u0648\u0642\u0639 \u0641\u0631\u064a\u062f \u0648\u0642\u064a\u0651\u0645 \u0639\u0628\u0631 \u0645\u062c\u0645\u0648\u0639\u0629 \u0623\u0646\u0634\u0637\u0629 \u062a\u062e\u062a\u0644\u0641 \u0639\u0645\u0651\u0627 \u064a\u0641\u0639\u0644\u0647 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0648\u0646\u060c \u0623\u0648 \u0639\u0628\u0631 \u0623\u062f\u0627\u0621 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0646\u0641\u0633\u0647\u0627 \u0628\u0637\u0631\u0642 \u0645\u062e\u062a\u0644\u0641\u0629. \u0648\u064a\u0641\u0631\u0651\u0642 \u0628\u064a\u0646 \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 (Operational Effectiveness)\u060c \u0623\u064a \u0623\u062f\u0627\u0621 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u0645\u062a\u0634\u0627\u0628\u0647\u0629 \u0628\u0635\u0648\u0631\u0629 \u0623\u0641\u0636\u0644 \u0645\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646\u060c \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0642\u0648\u0645 \u0639\u0644\u0649 \u0627\u0644\u062a\u0645\u0627\u064a\u0632. \u0648\u064a\u0634\u062f\u062f \u0639\u0644\u0649 \u0623\u0646 \u0627\u0644\u0627\u062e\u062a\u064a\u0627\u0631 \u064a\u0639\u0646\u064a \u0623\u064a\u0636\u064b\u0627 \u0627\u0644\u062a\u062e\u0644\u064a: \u0641\u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0627\u0644\u062a\u064a \u062a\u062d\u0627\u0648\u0644 \u062e\u062f\u0645\u0629 \u0643\u0644 \u0634\u0631\u064a\u062d\u0629 \u0628\u0643\u0644 \u0639\u0631\u0636 \u062a\u0641\u0642\u062f \u062a\u0645\u0627\u064a\u0632\u0647\u0627.<\/p>\n\n<p class=\"wp-block-paragraph\">\u0648\u064a\u0642\u062f\u0651\u0645 Johnson \u0648\u0632\u0645\u0644\u0627\u0624\u0647 (2017) \u0625\u0637\u0627\u0631\u064b\u0627 \u062b\u0644\u0627\u062b\u064a \u0627\u0644\u0623\u062c\u0632\u0627\u0621 \u064a\u0646\u0638\u0645 \u0627\u0644\u062d\u0642\u0644: \u0627\u0644\u0645\u0648\u0642\u0639 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a (Strategic Position)\u060c \u0648\u0627\u0644\u062e\u064a\u0627\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 (Strategic Choices)\u060c \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0642\u064a\u062f \u0627\u0644\u062a\u0646\u0641\u064a\u0630 (Strategy in Action). \u0648\u0639\u0644\u0649 \u0647\u0630\u0627 \u0627\u0644\u0623\u0633\u0627\u0633\u060c \u064a\u0645\u0643\u0646 \u062a\u0639\u0631\u064a\u0641 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0623\u0646\u0647\u0627 \u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0627\u0644\u0645\u0633\u062a\u0645\u0631\u0629 \u0627\u0644\u062a\u064a \u062a\u062d\u0644\u0644 \u0628\u0647\u0627 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0645\u0648\u0642\u0639\u0647\u0627\u060c \u0648\u062a\u062e\u062a\u0627\u0631 \u0627\u062a\u062c\u0627\u0647\u0647\u0627\u060c \u0648\u062a\u0646\u0641\u0630 \u0627\u062e\u062a\u064a\u0627\u0631\u0627\u062a\u0647\u0627\u060c \u0648\u062a\u0642\u064a\u0633 \u0646\u062a\u0627\u0626\u062c\u0647\u0627 \u0648\u062a\u0639\u062f\u0651\u0644 \u0645\u0633\u0627\u0631\u0647\u0627.<\/p>\n\n<h2 class='wp-block-heading' id='vs-planning'>\u0627\u0644\u0641\u0631\u0642 \u0628\u064a\u0646 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a<\/h2>\n\n<p class=\"wp-block-paragraph\">\u064a\u064f\u0633\u062a\u062e\u062f\u0645 \u0627\u0644\u0645\u0635\u0637\u0644\u062d\u0627\u0646 \u0643\u0645\u062a\u0631\u0627\u062f\u0641\u064a\u0646 \u0641\u064a \u0627\u0644\u0645\u0645\u0627\u0631\u0633\u0629\u060c \u0644\u0643\u0646\u0647\u0645\u0627 \u064a\u062e\u062a\u0644\u0641\u0627\u0646 \u0641\u064a \u0627\u0644\u0646\u0637\u0627\u0642. \u0641\u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a (Strategic Planning) \u0645\u0643\u0648\u0651\u0646 \u062f\u0627\u062e\u0644 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0648\u064a\u0642\u062a\u0635\u0631 \u0639\u0644\u0649 \u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0648\u0627\u0644\u0645\u0628\u0627\u062f\u0631\u0627\u062a \u0648\u0627\u0644\u0645\u064a\u0632\u0627\u0646\u064a\u0627\u062a. \u0623\u0645\u0627 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u062a\u0636\u064a\u0641 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0633\u062a\u0645\u0631 \u0644\u0644\u0628\u064a\u0626\u0629\u060c \u0648\u062d\u0648\u0643\u0645\u0629 \u0627\u0644\u062a\u0646\u0641\u064a\u0630\u060c \u0648\u062a\u0639\u062f\u064a\u0644 \u0627\u0644\u0645\u0633\u0627\u0631.<\/p>\n\n<p class=\"wp-block-paragraph\">\u0648\u0642\u062f \u0627\u0646\u062a\u0642\u062f Mintzberg (1994) \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0631\u0633\u0645\u064a \u0648\u062d\u062f\u0647\u060c \u0644\u0623\u0646 \u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u064a\u0642\u0648\u0645 \u0639\u0644\u0649 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0648\u0627\u0644\u062a\u0641\u0643\u064a\u0643\u060c \u0628\u064a\u0646\u0645\u0627 \u062a\u062d\u062a\u0627\u062c \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0625\u0644\u0649 \u062a\u0631\u0643\u064a\u0628 \u0648\u062a\u0639\u0644\u0651\u0645 \u0645\u0633\u062a\u0645\u0631. \u0648\u062a\u062c\u062f \u062e\u0637\u0648\u0627\u062a \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u062e\u0637\u0629 \u0628\u0627\u0644\u062a\u0641\u0635\u064a\u0644 \u0641\u064a \u0645\u0642\u0627\u0644\u062a\u0646\u0627 <a href='https:\/\/mtms.com.eg\/index.php\/2026\/10\/27\/strategic-planning-steps\/'>\u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a: \u062e\u0637\u0648\u0627\u062a \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u062e\u0637\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0644\u0645\u0624\u0633\u0633\u0629<\/a>.<\/p>\n\n<h2 class='wp-block-heading' id='stages'>\u0645\u0631\u0627\u062d\u0644 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/h2>\n\n<p class=\"wp-block-paragraph\">\u064a\u0639\u0631\u0636 \u0647\u0630\u0627 \u0627\u0644\u0642\u0633\u0645 \u0646\u0645\u0648\u0630\u062c\u064b\u0627 \u0639\u0645\u0644\u064a\u064b\u0627 \u0645\u0646 \u062e\u0645\u0633 \u0645\u0631\u0627\u062d\u0644\u060c \u0635\u064f\u0645\u0645 \u0628\u062a\u0631\u0643\u064a\u0628 \u0639\u0646\u0627\u0635\u0631 \u0625\u0637\u0627\u0631 Johnson \u0648\u0632\u0645\u0644\u0627\u0626\u0647 (2017) \u0645\u0639 \u0645\u0646\u0647\u062c\u064a\u0629 \u062a\u0631\u062c\u0645\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0625\u0644\u0649 \u0645\u0642\u0627\u064a\u064a\u0633 \u0639\u0646\u062f Kaplan \u0648Norton (1996). \u0648\u0647\u0648 \u0646\u0645\u0648\u0630\u062c \u062a\u0631\u0643\u064a\u0628\u064a \u0644\u0623\u063a\u0631\u0627\u0636 \u0627\u0644\u0634\u0631\u062d\u060c \u0648\u0644\u064a\u0633 \u0646\u0645\u0648\u0630\u062c\u064b\u0627 \u0645\u0646\u0634\u0648\u0631\u064b\u0627 \u0628\u0647\u0630\u0647 \u0627\u0644\u0635\u064a\u063a\u0629.<\/p>\n\n<h3 class='wp-block-heading'>1. \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a<\/h3>\n\n<p class=\"wp-block-paragraph\">\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 (\u0627\u0644\u0633\u0648\u0642 \u0648\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0648\u0646 \u0648\u0627\u0644\u062a\u0646\u0638\u064a\u0645\u0627\u062a \u0648\u0627\u0644\u062a\u0642\u0646\u064a\u0629) \u0648\u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629\u060c \u0628\u0623\u062f\u0648\u0627\u062a \u0645\u062b\u0644 \u062a\u062d\u0644\u064a\u0644 PESTEL \u0648\u062a\u062d\u0644\u064a\u0644 SWOT \u0648\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062e\u0645\u0633. \u0648\u064a\u0634\u062a\u0631\u0637 Rumelt (2011) \u0623\u0646 \u064a\u062e\u0631\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0628\u062a\u0634\u062e\u064a\u0635 \u064a\u062d\u062f\u062f \u0637\u0628\u064a\u0639\u0629 \u0627\u0644\u062a\u062d\u062f\u064a \u0627\u0644\u062c\u0648\u0647\u0631\u064a\u060c \u0644\u0627 \u0628\u0642\u0627\u0626\u0645\u0629 \u0648\u0635\u0641\u064a\u0629 \u0644\u0644\u0639\u0648\u0627\u0645\u0644.<\/p>\n\n<h3 class='wp-block-heading'>2. \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0627\u062a\u062c\u0627\u0647<\/h3>\n\n<p class=\"wp-block-paragraph\">\u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0631\u0624\u064a\u0629 \u0648\u0627\u0644\u0631\u0633\u0627\u0644\u0629 \u0648\u0627\u0644\u0642\u064a\u0645\u060c \u062b\u0645 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0635\u0648\u0631\u0629 \u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u0642\u064a\u0627\u0633 \u0648\u0645\u062d\u062f\u062f\u0629 \u0628\u0632\u0645\u0646\u060c \u0628\u062d\u064a\u062b \u064a\u0645\u0643\u0646 \u0627\u0644\u062d\u0643\u0645 \u0639\u0644\u0649 \u062a\u062d\u0642\u0642\u0647\u0627 \u062f\u0648\u0646 \u0627\u062c\u062a\u0647\u0627\u062f.<\/p>\n\n<h3 class='wp-block-heading'>3. \u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u062e\u064a\u0627\u0631\u0627\u062a \u0648\u0627\u0644\u0645\u0641\u0627\u0636\u0644\u0629<\/h3>\n\n<p class=\"wp-block-paragraph\">\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0628\u062f\u0627\u0626\u0644 (\u0627\u0644\u0646\u0645\u0648\u060c \u0623\u0648 \u0627\u0644\u062a\u0645\u0627\u064a\u0632\u060c \u0623\u0648 \u0642\u064a\u0627\u062f\u0629 \u0627\u0644\u062a\u0643\u0644\u0641\u0629\u060c \u0623\u0648 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0634\u0631\u064a\u062d\u0629) \u0648\u0641\u0642 \u0645\u0639\u0627\u064a\u064a\u0631 \u0645\u0639\u0644\u0646\u0629 \u0645\u062b\u0644 \u0627\u0644\u062c\u062f\u0648\u0649 \u0648\u0627\u0644\u0639\u0627\u0626\u062f \u0648\u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0648\u0627\u0644\u0627\u062a\u0633\u0627\u0642 \u0645\u0639 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0645\u062a\u0627\u062d\u0629. \u0648\u064a\u062a\u0636\u0645\u0646 \u0627\u0644\u0642\u0631\u0627\u0631 \u062a\u062d\u062f\u064a\u062f \u0645\u0627 \u0644\u0646 \u062a\u0641\u0639\u0644\u0647 \u0627\u0644\u0645\u0624\u0633\u0633\u0629\u060c \u0648\u0641\u0642 \u0645\u0646\u0637\u0642 \u0627\u0644\u062a\u062e\u0644\u064a \u0627\u0644\u0630\u064a \u064a\u0637\u0631\u062d\u0647 Porter (1996).<\/p>\n\n<h3 class='wp-block-heading'>4. \u0627\u0644\u062a\u0646\u0641\u064a\u0630<\/h3>\n\n<p class=\"wp-block-paragraph\">\u062a\u0631\u062c\u0645\u0629 \u0627\u0644\u062e\u064a\u0627\u0631\u0627\u062a \u0625\u0644\u0649 \u0645\u0628\u0627\u062f\u0631\u0627\u062a \u0644\u0643\u0644 \u0645\u0646\u0647\u0627 \u0645\u0627\u0644\u0643 \u0648\u0627\u062d\u062f \u0648\u0645\u064a\u0632\u0627\u0646\u064a\u0629 \u0648\u062c\u062f\u0648\u0644 \u0632\u0645\u0646\u064a \u0648\u0645\u0624\u0634\u0631 \u0646\u062c\u0627\u062d. \u0648\u062a\u064f\u0631\u0628\u0637 \u0627\u0644\u0645\u064a\u0632\u0627\u0646\u064a\u0629 \u0627\u0644\u0633\u0646\u0648\u064a\u0629 \u0628\u0627\u0644\u0645\u0628\u0627\u062f\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0644\u0627 \u0628\u0627\u0644\u0628\u0646\u0648\u062f \u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a\u0629 \u0644\u0644\u0625\u0646\u0641\u0627\u0642.<\/p>\n\n<h3 class='wp-block-heading'>5. \u0627\u0644\u0645\u062a\u0627\u0628\u0639\u0629 \u0648\u0627\u0644\u062a\u0639\u0644\u0651\u0645<\/h3>\n\n<p class=\"wp-block-paragraph\">\u0642\u064a\u0627\u0633 \u0627\u0644\u0623\u062f\u0627\u0621 \u0639\u0628\u0631 \u0628\u0637\u0627\u0642\u0629 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u062a\u0648\u0627\u0632\u0646 (Balanced Scorecard) \u0628\u0645\u0646\u0638\u0648\u0631\u0627\u062a\u0647\u0627 \u0627\u0644\u0623\u0631\u0628\u0639\u0629: \u0627\u0644\u0645\u0627\u0644\u064a\u060c \u0648\u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629\u060c \u0648\u0627\u0644\u062a\u0639\u0644\u0645 \u0648\u0627\u0644\u0646\u0645\u0648 (Kaplan &#038; Norton, 1996). \u0648\u062a\u0634\u0645\u0644 \u0627\u0644\u0645\u0631\u0627\u062c\u0639\u0629 \u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u0641\u0631\u0636\u064a\u0627\u062a \u0627\u0644\u062a\u064a \u0628\u064f\u0646\u064a\u062a \u0639\u0644\u064a\u0647\u0627 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0644\u0627 \u0642\u064a\u0627\u0633 \u0627\u0644\u0645\u0624\u0634\u0631\u0627\u062a \u0648\u062d\u062f\u0647.<\/p>\n\n<h2 class='wp-block-heading' id='tools'>\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0631\u0626\u064a\u0633\u0629<\/h2>\n\n<p class=\"wp-block-paragraph\">\u064a\u0641\u0633\u0631 \u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062e\u0645\u0633 (Porter, 1979) \u0631\u0628\u062d\u064a\u0629 \u0627\u0644\u0642\u0637\u0627\u0639 \u0639\u0628\u0631 \u062e\u0645\u0633 \u0642\u0648\u0649: \u062a\u0647\u062f\u064a\u062f \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0646 \u0627\u0644\u062c\u062f\u062f\u060c \u0648\u0627\u0644\u0642\u062f\u0631\u0629 \u0627\u0644\u062a\u0641\u0627\u0648\u0636\u064a\u0629 \u0644\u0644\u0645\u0648\u0631\u062f\u064a\u0646\u060c \u0648\u0627\u0644\u0642\u062f\u0631\u0629 \u0627\u0644\u062a\u0641\u0627\u0648\u0636\u064a\u0629 \u0644\u0644\u0645\u0634\u062a\u0631\u064a\u0646\u060c \u0648\u062a\u0647\u062f\u064a\u062f \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0628\u062f\u064a\u0644\u0629\u060c \u0648\u062d\u062f\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633 \u0628\u064a\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u0642\u0627\u0626\u0645\u064a\u0646.<\/p>\n\n<p class=\"wp-block-paragraph\">\u0623\u0645\u0627 \u0627\u0644\u0631\u0624\u064a\u0629 \u0627\u0644\u0642\u0627\u0626\u0645\u0629 \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u0627\u0631\u062f (Resource-Based View) \u0641\u062a\u0646\u0637\u0644\u0642 \u0645\u0646 \u062f\u0627\u062e\u0644 \u0627\u0644\u0645\u0624\u0633\u0633\u0629. \u0648\u062a\u0642\u0631\u0631 Barney (1991) \u0623\u0646 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645\u0629 \u062a\u062a\u0637\u0644\u0628 \u0645\u0648\u0627\u0631\u062f \u0642\u064a\u0651\u0645\u0629 (Valuable) \u0648\u0646\u0627\u062f\u0631\u0629 (Rare) \u0648\u0635\u0639\u0628\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f (Imperfectly Imitable) \u0648\u0644\u0627 \u064a\u0633\u0647\u0644 \u0627\u0633\u062a\u0628\u062f\u0627\u0644\u0647\u0627 (Non-substitutable).<\/p>\n\n<table><thead><tr><th>\u0648\u062c\u0647 \u0627\u0644\u0645\u0642\u0627\u0631\u0646\u0629<\/th><th>\u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062e\u0645\u0633 (Porter, 1979)<\/th><th>\u0627\u0644\u0631\u0624\u064a\u0629 \u0627\u0644\u0642\u0627\u0626\u0645\u0629 \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u0627\u0631\u062f (Barney, 1991)<\/th><\/tr><\/thead><tbody><tr><td>\u0646\u0642\u0637\u0629 \u0627\u0644\u0627\u0646\u0637\u0644\u0627\u0642<\/td><td>\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629<\/td><td>\u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629<\/td><\/tr><tr><td>\u0627\u0644\u0633\u0624\u0627\u0644 \u0627\u0644\u0630\u064a \u062a\u062c\u064a\u0628 \u0639\u0646\u0647<\/td><td>\u0645\u0627 \u0645\u062f\u0649 \u062c\u0627\u0630\u0628\u064a\u0629 \u0647\u0630\u0627 \u0627\u0644\u0642\u0637\u0627\u0639\u061f<\/td><td>\u0645\u0627 \u0627\u0644\u0630\u064a \u0646\u0645\u0644\u0643\u0647 \u0648\u064a\u0635\u0639\u0628 \u062a\u0642\u0644\u064a\u062f\u0647\u061f<\/td><\/tr><tr><td>\u0648\u062d\u062f\u0629 \u0627\u0644\u062a\u062d\u0644\u064a\u0644<\/td><td>\u0627\u0644\u0642\u0637\u0627\u0639<\/td><td>\u0627\u0644\u0645\u0624\u0633\u0633\u0629<\/td><\/tr><tr><td>\u0645\u062b\u0627\u0644 \u0641\u064a \u0627\u0644\u062a\u0648\u0632\u064a\u0639<\/td><td>\u062a\u0631\u0643\u0651\u0632 \u0627\u0644\u0645\u0634\u062a\u0631\u064a\u0646 \u0641\u064a \u0639\u062f\u062f \u0645\u062d\u062f\u0648\u062f \u0645\u0646 \u0633\u0644\u0627\u0633\u0644 \u0627\u0644\u062a\u062c\u0632\u0626\u0629 \u0627\u0644\u062d\u062f\u064a\u062b\u0629 \u064a\u0631\u0641\u0639 \u0642\u062f\u0631\u062a\u0647\u0645 \u0627\u0644\u062a\u0641\u0627\u0648\u0636\u064a\u0629<\/td><td>\u0628\u064a\u0627\u0646\u0627\u062a \u062a\u063a\u0637\u064a\u0629 \u0627\u0644\u0637\u0631\u0642 \u0648\u0639\u0644\u0627\u0642\u0627\u062a \u0637\u0648\u064a\u0644\u0629 \u0645\u0639 \u062a\u062c\u0627\u0631 \u0627\u0644\u062a\u062c\u0632\u0626\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u064a\u0646<\/td><\/tr><\/tbody><\/table>\n\n<p class=\"wp-block-paragraph\">\u064a\u0643\u0645\u0644 \u0627\u0644\u0646\u0645\u0648\u0630\u062c\u0627\u0646 \u0623\u062d\u062f\u0647\u0645\u0627 \u0627\u0644\u0622\u062e\u0631: \u0627\u0644\u0623\u0648\u0644 \u064a\u062d\u062f\u062f \u0623\u064a\u0646 \u062a\u062a\u0646\u0627\u0641\u0633 \u0627\u0644\u0645\u0624\u0633\u0633\u0629\u060c \u0648\u0627\u0644\u062b\u0627\u0646\u064a \u064a\u062d\u062f\u062f \u0628\u0645\u0627\u0630\u0627 \u062a\u062a\u0646\u0627\u0641\u0633.<\/p>\n\n<h2 class='wp-block-heading' id='example'>\u0645\u062b\u0627\u0644 \u062a\u0637\u0628\u064a\u0642\u064a \u062a\u0648\u0636\u064a\u062d\u064a<\/h2>\n\n<p class=\"wp-block-paragraph\">\u0627\u0644\u0645\u062b\u0627\u0644 \u0627\u0644\u062a\u0627\u0644\u064a \u0627\u0641\u062a\u0631\u0627\u0636\u064a \u0623\u064f\u0639\u062f\u0651 \u0644\u062a\u0648\u0636\u064a\u062d \u0627\u0644\u062a\u0633\u0644\u0633\u0644\u060c \u0648\u0623\u0631\u0642\u0627\u0645\u0647 \u0644\u064a\u0633\u062a \u0628\u064a\u0627\u0646\u0627\u062a \u062d\u0642\u064a\u0642\u064a\u0629 \u0644\u0623\u064a \u0645\u0624\u0633\u0633\u0629. \u064a\u0641\u062a\u0631\u0636 \u0627\u0644\u0645\u062b\u0627\u0644 \u0645\u0648\u0632\u0651\u0639\u064b\u0627 \u0644\u0644\u0633\u0644\u0639 \u0627\u0644\u0627\u0633\u062a\u0647\u0644\u0627\u0643\u064a\u0629 \u0641\u064a \u0627\u0644\u0642\u0627\u0647\u0631\u0629 \u0627\u0644\u0643\u0628\u0631\u0649 \u064a\u062d\u0642\u0642 60% \u0645\u0646 \u0645\u0628\u064a\u0639\u0627\u062a\u0647 \u0645\u0646 \u062b\u0644\u0627\u062b \u0633\u0644\u0627\u0633\u0644 \u062a\u062c\u0632\u0626\u0629 \u062d\u062f\u064a\u062b\u0629.<\/p>\n\n<table><thead><tr><th>\u0627\u0644\u0645\u0631\u062d\u0644\u0629<\/th><th>\u0627\u0644\u062a\u0637\u0628\u064a\u0642 \u0641\u064a \u0627\u0644\u0645\u062b\u0627\u0644<\/th><\/tr><\/thead><tbody><tr><td>\u0627\u0644\u062a\u062d\u0644\u064a\u0644<\/td><td>\u062a\u0631\u0643\u0651\u0632 \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a \u0641\u064a \u062b\u0644\u0627\u062b\u0629 \u0639\u0645\u0644\u0627\u0621 \u064a\u0645\u0646\u062d\u0647\u0645 \u0642\u062f\u0631\u0629 \u062a\u0641\u0627\u0648\u0636\u064a\u0629 \u0645\u0631\u062a\u0641\u0639\u0629 \u0648\u064a\u0636\u063a\u0637 \u0639\u0644\u0649 \u0627\u0644\u0647\u0648\u0627\u0645\u0634. \u0648\u0623\u0635\u0639\u0628 \u0645\u0648\u0631\u062f \u062a\u0642\u0644\u064a\u062f\u064b\u0627 \u0644\u062f\u0649 \u0627\u0644\u0645\u0648\u0632\u0651\u0639 \u0647\u0648 \u0634\u0628\u0643\u0629 \u0627\u0644\u062a\u063a\u0637\u064a\u0629 \u0641\u064a \u0627\u0644\u062a\u062c\u0627\u0631\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629.<\/td><\/tr><tr><td>\u0627\u0644\u0627\u062a\u062c\u0627\u0647<\/td><td>\u062e\u0641\u0636 \u062d\u0635\u0629 \u0623\u0643\u0628\u0631 \u062b\u0644\u0627\u062b\u0629 \u0639\u0645\u0644\u0627\u0621 \u0645\u0646 60% \u0625\u0644\u0649 45% \u0645\u0646 \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a \u062e\u0644\u0627\u0644 18 \u0634\u0647\u0631\u064b\u0627.<\/td><\/tr><tr><td>\u0627\u0644\u062e\u064a\u0627\u0631<\/td><td>\u0627\u0644\u062a\u0648\u0633\u0639 \u0641\u064a \u0627\u0644\u062a\u062c\u0627\u0631\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u0628\u062f\u0644 \u0627\u0644\u062a\u0646\u0627\u0641\u0633 \u0639\u0644\u0649 \u062e\u0641\u0636 \u0627\u0644\u0633\u0639\u0631 \u0645\u0639 \u0627\u0644\u0633\u0644\u0627\u0633\u0644 \u0627\u0644\u0643\u0628\u064a\u0631\u0629.<\/td><\/tr><tr><td>\u0627\u0644\u062a\u0646\u0641\u064a\u0630<\/td><td>\u062b\u0644\u0627\u062b \u0645\u0628\u0627\u062f\u0631\u0627\u062a: \u0625\u0639\u0627\u062f\u0629 \u062a\u0635\u0645\u064a\u0645 \u062e\u0637\u0648\u0637 \u0627\u0644\u0633\u064a\u0631\u060c \u0648\u0628\u0631\u0646\u0627\u0645\u062c \u062a\u062f\u0631\u064a\u0628 \u0644\u0645\u0646\u062f\u0648\u0628\u064a \u0627\u0644\u0628\u064a\u0639\u060c \u0648\u0646\u0638\u0627\u0645 \u0637\u0644\u0628\u0627\u062a \u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a. \u0644\u0643\u0644 \u0645\u0628\u0627\u062f\u0631\u0629 \u0645\u0627\u0644\u0643 \u0648\u0645\u064a\u0632\u0627\u0646\u064a\u0629.<\/td><\/tr><tr><td>\u0627\u0644\u0645\u062a\u0627\u0628\u0639\u0629<\/td><td>\u0645\u0624\u0634\u0631\u0627\u062a \u0634\u0647\u0631\u064a\u0629: \u0639\u062f\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0628\u064a\u0639 \u0627\u0644\u0646\u0634\u0637\u0629\u060c \u0648\u0645\u062a\u0648\u0633\u0637 \u0642\u064a\u0645\u0629 \u0627\u0644\u0637\u0644\u0628\u060c \u0648\u0646\u0633\u0628\u0629 \u062a\u0631\u0643\u0651\u0632 \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a \u0641\u064a \u0623\u0643\u0628\u0631 \u062b\u0644\u0627\u062b\u0629 \u0639\u0645\u0644\u0627\u0621.<\/td><\/tr><\/tbody><\/table>\n\n<h2 class='wp-block-heading' id='failure'>\u0623\u0633\u0628\u0627\u0628 \u062a\u0639\u062b\u0631 \u0627\u0644\u062a\u0646\u0641\u064a\u0630<\/h2>\n\n<ul class='wp-block-list'><li><strong>\u063a\u064a\u0627\u0628 \u0627\u0644\u062a\u0631\u062c\u0645\u0629 \u0625\u0644\u0649 \u0645\u0642\u0627\u064a\u064a\u0633:<\/strong> \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0644\u0627 \u0645\u0624\u0634\u0631\u0627\u062a \u0644\u0627 \u064a\u0645\u0643\u0646 \u0625\u062f\u0627\u0631\u062a\u0647\u0627 \u0648\u0644\u0627 \u0627\u0644\u062d\u0643\u0645 \u0639\u0644\u0649 \u062a\u0642\u062f\u0645\u0647\u0627\u060c \u0648\u0647\u0630\u0627 \u0645\u0627 \u062a\u0639\u0627\u0644\u062c\u0647 \u0628\u0637\u0627\u0642\u0629 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u062a\u0648\u0627\u0632\u0646 (Kaplan &#038; Norton, 1996).<\/li><li><strong>\u0636\u0639\u0641 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u062a\u063a\u064a\u064a\u0631:<\/strong> \u062d\u062f\u062f Kotter (1995) \u062b\u0645\u0627\u0646\u064a\u0629 \u0623\u062e\u0637\u0627\u0621 \u0645\u062a\u0643\u0631\u0631\u0629 \u0641\u064a \u0628\u0631\u0627\u0645\u062c \u0627\u0644\u062a\u062d\u0648\u0644\u060c \u0645\u0646\u0647\u0627 \u0636\u0639\u0641 \u0627\u0644\u0625\u062d\u0633\u0627\u0633 \u0628\u0627\u0644\u0625\u0644\u062d\u0627\u062d\u060c \u0648\u0642\u0635\u0648\u0631 \u0627\u0644\u062a\u0648\u0627\u0635\u0644 \u062d\u0648\u0644 \u0627\u0644\u0631\u0624\u064a\u0629\u060c \u0648\u0627\u0644\u0625\u0639\u0644\u0627\u0646 \u0627\u0644\u0645\u0628\u0643\u0631 \u0639\u0646 \u0627\u0644\u0646\u062c\u0627\u062d.<\/li><li><strong>\u063a\u0645\u0648\u0636 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0646\u0641\u0633\u0647\u0627:<\/strong> \u064a\u0631\u0649 Rumelt (2011) \u0623\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062c\u064a\u062f\u0629 \u0630\u0627\u062a \u0646\u0648\u0627\u0629 \u0645\u0646 \u062b\u0644\u0627\u062b\u0629 \u0639\u0646\u0627\u0635\u0631: \u062a\u0634\u062e\u064a\u0635\u060c \u0648\u0633\u064a\u0627\u0633\u0629 \u0645\u0648\u062c\u0650\u0651\u0647\u0629\u060c \u0648\u0625\u062c\u0631\u0627\u0621\u0627\u062a \u0645\u062a\u0633\u0642\u0629. \u0648\u0642\u0648\u0627\u0626\u0645 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0637\u0645\u0648\u062d\u0629 \u0627\u0644\u062a\u064a \u0644\u0627 \u062a\u0633\u062a\u0646\u062f \u0625\u0644\u0649 \u062a\u0634\u062e\u064a\u0635 \u0644\u0627 \u062a\u064f\u0639\u062f\u0651 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629.<\/li><li><strong>\u062a\u0639\u062f\u062f \u0627\u0644\u0645\u0628\u0627\u062f\u0631\u0627\u062a \u0627\u0644\u0645\u062a\u0632\u0627\u0645\u0646\u0629:<\/strong> \u062a\u062a\u0634\u062a\u062a \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u064a\u0628\u0637\u0626 \u0627\u0644\u0625\u0646\u062c\u0627\u0632\u060c \u0648\u0627\u0644\u0639\u0644\u0627\u062c \u062a\u062d\u062f\u064a\u062f \u0639\u062f\u062f \u0645\u062d\u062f\u0648\u062f \u0645\u0646 \u0627\u0644\u0623\u0648\u0644\u0648\u064a\u0627\u062a \u064a\u062a\u0646\u0627\u0633\u0628 \u0645\u0639 \u0637\u0627\u0642\u0629 \u0627\u0644\u0641\u0631\u064a\u0642.<\/li><li><strong>\u063a\u064a\u0627\u0628 \u0627\u0644\u0645\u0631\u0627\u062c\u0639\u0629 \u0627\u0644\u062f\u0648\u0631\u064a\u0629:<\/strong> \u062a\u062a\u062d\u0648\u0644 \u0627\u0644\u062e\u0637\u0629 \u0625\u0644\u0649 \u0648\u062b\u064a\u0642\u0629 \u0623\u0631\u0634\u064a\u0641\u064a\u0629 \u0625\u0630\u0627 \u0644\u0645 \u064a\u064f\u062d\u062f\u062f \u0644\u0647\u0627 \u0645\u0648\u0639\u062f \u062b\u0627\u0628\u062a \u0644\u0644\u0645\u0631\u0627\u062c\u0639\u0629 \u0648\u0635\u0627\u062d\u0628 \u0642\u0631\u0627\u0631 \u064a\u062a\u0627\u0628\u0639\u0647\u0627.<\/li><\/ul>\n\n<h2 class='wp-block-heading' id='conclusion'>\u0627\u0644\u062e\u0644\u0627\u0635\u0629 \u0648\u0627\u0644\u062a\u0648\u0635\u064a\u0627\u062a<\/h2>\n\n<p class=\"wp-block-paragraph\">\u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0645\u0644\u064a\u0629 \u062f\u0648\u0631\u064a\u0629 \u062a\u0631\u0628\u0637 \u0627\u0644\u062a\u0634\u062e\u064a\u0635 \u0628\u0627\u0644\u0627\u062e\u062a\u064a\u0627\u0631 \u0648\u0627\u0644\u062a\u0646\u0641\u064a\u0630 \u0648\u0627\u0644\u0642\u064a\u0627\u0633. \u0648\u0644\u0644\u0645\u062f\u064a\u0631 \u0627\u0644\u0630\u064a \u064a\u0628\u062f\u0623 \u062a\u0637\u0628\u064a\u0642\u0647\u0627\u060c \u064a\u0645\u0643\u0646 \u0627\u0642\u062a\u0631\u0627\u062d \u0627\u0644\u062e\u0637\u0648\u0627\u062a \u0627\u0644\u062a\u0627\u0644\u064a\u0629:<\/p>\n\n<ol class='wp-block-list'><li>\u0627\u0643\u062a\u0628 \u062a\u0634\u062e\u064a\u0635\u064b\u0627 \u0645\u0646 \u0635\u0641\u062d\u0629 \u0648\u0627\u062d\u062f\u0629 \u064a\u062d\u062f\u062f \u0627\u0644\u062a\u062d\u062f\u064a \u0627\u0644\u0631\u0626\u064a\u0633 \u0627\u0644\u0630\u064a \u062a\u0648\u0627\u062c\u0647\u0647 \u0627\u0644\u0645\u0624\u0633\u0633\u0629.<\/li><li>\u062d\u062f\u0651\u062f \u0645\u0646 \u062b\u0644\u0627\u062b\u0629 \u0625\u0644\u0649 \u062e\u0645\u0633\u0629 \u0623\u0647\u062f\u0627\u0641 \u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u0642\u064a\u0627\u0633 \u0648\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u0632\u0645\u0646.<\/li><li>\u0642\u0631\u0651\u0631 \u0635\u0631\u0627\u062d\u0629\u064b \u0645\u0627 \u0633\u062a\u062a\u0648\u0642\u0641 \u0639\u0646 \u0641\u0639\u0644\u0647.<\/li><li>\u0623\u0633\u0646\u062f \u0643\u0644 \u0645\u0628\u0627\u062f\u0631\u0629 \u0625\u0644\u0649 \u0645\u0627\u0644\u0643 \u0648\u0627\u062d\u062f \u0648\u0645\u064a\u0632\u0627\u0646\u064a\u0629 \u0645\u062d\u062f\u062f\u0629.<\/li><li>\u062b\u0628\u0651\u062a \u0645\u0648\u0639\u062f\u064b\u0627 \u0634\u0647\u0631\u064a\u064b\u0627 \u0644\u0645\u0631\u0627\u062c\u0639\u0629 \u0627\u0644\u0645\u0624\u0634\u0631\u0627\u062a \u0648\u0645\u0648\u0639\u062f\u064b\u0627 \u0633\u0646\u0648\u064a\u064b\u0627 \u0644\u0645\u0631\u0627\u062c\u0639\u0629 \u0627\u0644\u0641\u0631\u0636\u064a\u0627\u062a.<\/li><\/ol>\n\n<h2 class='wp-block-heading' id='faq'>\u0627\u0644\u0623\u0633\u0626\u0644\u0629 \u0627\u0644\u0634\u0627\u0626\u0639\u0629<\/h2>\n\n<h3 class='wp-block-heading'>\u0647\u0644 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u062e\u0635\u0635\u0629 \u0644\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u0643\u0628\u064a\u0631\u0629 \u0641\u0642\u0637\u061f<\/h3>\n\n<p class=\"wp-block-paragraph\">\u0644\u0627. \u062a\u062e\u062a\u0644\u0641 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0628\u062d\u0633\u0628 \u0627\u0644\u062d\u062c\u0645 \u0648\u0644\u0627 \u064a\u062e\u062a\u0644\u0641 \u0627\u0644\u0645\u0646\u0637\u0642. \u062a\u0633\u062a\u0637\u064a\u0639 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0627\u0644\u0635\u063a\u064a\u0631\u0629 \u0627\u0639\u062a\u0645\u0627\u062f \u062a\u0634\u062e\u064a\u0635 \u0645\u0648\u062c\u0632 \u0648\u062b\u0644\u0627\u062b\u0629 \u0623\u0647\u062f\u0627\u0641 \u0648\u0645\u0631\u0627\u062c\u0639\u0629 \u0634\u0647\u0631\u064a\u0629 \u062f\u0648\u0646 \u062c\u0647\u0627\u0632 \u062a\u062e\u0637\u064a\u0637 \u0645\u0633\u062a\u0642\u0644.<\/p>\n\n<h3 class='wp-block-heading'>\u0645\u0627 \u0627\u0644\u0641\u0631\u0642 \u0628\u064a\u0646 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u061f<\/h3>\n\n<p class=\"wp-block-paragraph\">\u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0645\u0643\u0648\u0651\u0646 \u0645\u0646 \u0645\u0643\u0648\u0646\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0648\u064a\u062e\u062a\u0635 \u0628\u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0648\u0627\u0644\u0645\u0628\u0627\u062f\u0631\u0627\u062a. \u0648\u062a\u0634\u0645\u0644 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0625\u0644\u0649 \u062c\u0627\u0646\u0628\u0647 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0633\u062a\u0645\u0631 \u0648\u0627\u0644\u062a\u0646\u0641\u064a\u0630 \u0648\u0627\u0644\u0645\u062a\u0627\u0628\u0639\u0629 \u0648\u062a\u0639\u062f\u064a\u0644 \u0627\u0644\u0645\u0633\u0627\u0631.<\/p>\n\n<h3 class='wp-block-heading'>\u0645\u0627 \u0623\u0634\u0647\u0631 \u0646\u0645\u0627\u0630\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 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\u0648\u0631\u0628\u0637\u0647\u0627 \u0628\u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u0623\u062f\u0627\u0621\u060c \u0648<a href='https:\/\/mtms.com.eg\/index.php\/training\/'>\u0628\u0631\u0627\u0645\u062c \u062a\u062f\u0631\u064a\u0628\u064a\u0629<\/a> \u0644\u0641\u0631\u0642 \u0627\u0644\u0625\u062f\u0627\u0631\u0629. \u0648\u064a\u0645\u0643\u0646\u0643 <a href=\"https:\/\/mtms.com.eg\/index.php\/contact-us\/\">\u0627\u0644\u062a\u0648\u0627\u0635\u0644 \u0645\u0639\u0646\u0627<\/a> \u0644\u0645\u0646\u0627\u0642\u0634\u0629 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0645\u0624\u0633\u0633\u062a\u0643.<\/p>\n\n<div id='refs' class='mtms-refs'><h2 style='direction:rtl;text-align:right'>\u0627\u0644\u0645\u0631\u0627\u062c\u0639<\/h2><p>Barney, J. (1991). Firm resources and sustained competitive advantage. <em>Journal of Management, 17<\/em>(1), 99\u2013120.<\/p><p>Johnson, G., Whittington, R., Scholes, K., Angwin, D., &amp; Regn\u00e9r, P. (2017). <em>Exploring strategy: Text and cases<\/em> (11th ed.). Pearson.<\/p><p>Kaplan, R. S., &amp; Norton, D. P. (1996). Using the balanced scorecard as a strategic management system. <em>Harvard Business Review, 74<\/em>(1), 75\u201385.<\/p><p>Kotter, J. P. (1995). Leading change: Why transformation efforts fail. <em>Harvard Business Review, 73<\/em>(2), 59\u201367.<\/p><p>Mintzberg, H. (1987). The strategy concept I: Five Ps for strategy. <em>California Management Review, 30<\/em>(1), 11\u201324.<\/p><p>Mintzberg, H. (1994). <em>The rise and fall of strategic planning<\/em>. Free Press.<\/p><p>Porter, M. E. (1979). How competitive forces shape strategy. <em>Harvard Business Review, 57<\/em>(2), 137\u2013145.<\/p><p>Porter, M. E. (1996). What is strategy? <em>Harvard Business Review, 74<\/em>(6), 61\u201378.<\/p><p>Rumelt, R. P. (2011). <em>Good strategy\/bad strategy: The difference and why it matters<\/em>. Crown Business.<\/p><\/div>\n\n\n<style>.mtms-langbar{direction:ltr;display:flex;justify-content:flex-end;margin:0 0 14px}.mtms-langbar button{font-family:inherit;font-size:15px;font-weight:700;cursor:pointer;border:2px solid #C9A227;background:#1B2A4A;color:#fff;border-radius:8px;padding:8px 18px;line-height:1.4}.mtms-langbar button:hover{background:#C9A227;color:#1B2A4A}.mtms-en{display:none}body.mtms-lang-en .entry-content>*:not(.mtms-en):not(.mtms-langbar){display:none!important}body.mtms-lang-en .mtms-en{display:block;direction:ltr;text-align:left;font-size:18px;line-height:1.9;color:#1f2937}body.mtms-lang-en.single-post .entry-header,body.mtms-lang-en.single-post .entry-content,body.mtms-lang-en.single-post .entry-title,body.mtms-lang-en.single-post .post-navigation{direction:ltr;text-align:left}.mtms-en h2{color:#0B2F9F;border-left:4px solid #7B2FF7;padding-left:12px;margin-top:2em}.mtms-en h3{color:#0B2F9F;margin-top:1.5em}.mtms-en ul,.mtms-en ol{padding-left:1.5em;padding-right:0}.mtms-en .mtms-meta{font-size:14px;color:#6b7280;border-bottom:1px solid #e5e7eb;padding-bottom:12px;margin-bottom:20px}.mtms-en .mtms-box{background:#f3f0ff;border:1px solid #d9ccff;border-left:5px solid #7B2FF7;border-radius:8px;padding:16px 20px;margin:24px 0}.mtms-en .mtms-box h2,.mtms-en .mtms-toc h2{margin-top:0;border:0;padding:0;font-size:1.15em}.mtms-en .mtms-toc{background:#eef4ff;border-radius:8px;padding:16px 20px;margin:24px 0}.mtms-en .mtms-toc ol{margin:0}.mtms-en table{width:100%;border-collapse:collapse;margin:20px 0;font-size:16px;line-height:1.7}.mtms-en th{background:#0B2F9F;color:#fff;padding:10px;text-align:left}.mtms-en td{border:1px solid #e5e7eb;padding:10px;vertical-align:top}.mtms-en .mtms-refs p{padding-left:2em;text-indent:-2em;font-size:15px;line-height:1.7;margin:0 0 .8em}.mtms-en .mtms-author{background:#0B2F9F;color:#fff;border-radius:10px;padding:18px 22px;margin-top:32px;line-height:1.8}.mtms-en .mtms-author a{color:#19E6C9}.mtms-en .mtms-share{direction:ltr;text-align:left;border-right:1px solid #e3e7ef;border-left:4px solid #C9A227}.mtms-en .mtms-share a{margin:0 8px 8px 0}.mtms-en p,.mtms-en li,.mtms-en h2,.mtms-en h3,.mtms-en td,.mtms-en th{direction:ltr;text-align:left}<\/style>\n<div class=\"mtms-en\" data-title=\"Strategic Management: Concept, Stages and Core Models\" lang=\"en\" dir=\"ltr\">\n<p class=\"mtms-meta\">By MTMS Global \u00b7 Last updated: 27\/10\/2026 \u00b7 Reading time: 9 minutes \u00b7 Category: Strategic Management<\/p>\n<div class=\"mtms-box\"><h2>Summary<\/h2><p>This article presents strategic management as a continuous process, not a document written once. It discusses its five stages and two main analytical models, Porter&#8217;s Five Forces and the Resource-Based View, then identifies the common reasons implementation stalls, and ends with practical recommendations that a manager of a small or medium-sized organization can apply.<\/p><p><strong>Keywords:<\/strong> strategic management, strategic analysis, competitive advantage, strategy implementation, balanced scorecard.<\/p><\/div>\n<nav class=\"mtms-toc\" aria-label=\"Table of contents\"><h2>Contents<\/h2><ol><li><a href=\"#en-intro\">Introduction<\/a><\/li><li><a href=\"#en-concept\">Concept and definition<\/a><\/li><li><a href=\"#en-vs-planning\">Strategic management versus strategic planning<\/a><\/li><li><a href=\"#en-stages\">Stages of strategic management<\/a><\/li><li><a href=\"#en-tools\">Main analytical tools<\/a><\/li><li><a href=\"#en-example\">An illustrative example<\/a><\/li><li><a href=\"#en-failure\">Why implementation stalls<\/a><\/li><li><a href=\"#en-conclusion\">Conclusion and recommendations<\/a><\/li><li><a href=\"#en-faq\">Frequently asked questions<\/a><\/li><li><a href=\"#en-refs\">References<\/a><\/li><\/ol><\/nav>\n<h2 id=\"en-intro\">Introduction<\/h2>\n<p>Distribution and fast-moving consumer goods (FMCG) organizations make dozens of simultaneous decisions: which sales channels to expand, which product lines to stop, and how much to invest in technology and training. When the declared direction is missing, these decisions are settled under the pressure of the current week, and scattered initiatives pile up that do not serve a single goal.<\/p>\n<p>Strategic management addresses this gap by linking analysis to choice, choice to execution, and execution to measurement. This article covers the concept according to the literature of the field, then the practical stages, then the main analytical tools, and ends with the reasons implementation stalls and recommendations that can be applied.<\/p>\n<h2 id=\"en-concept\">Concept and definition<\/h2>\n<p>There is no single agreed definition of strategy. For that reason Mintzberg (1987) presented five complementary meanings of it, summarized in the table below with an example from a distribution company.<\/p>\n<table><thead><tr><th>Perspective<\/th><th>Meaning<\/th><th>Example from a distribution company<\/th><\/tr><\/thead><tbody><tr><td>Plan<\/td><td>A deliberate course set in advance to achieve a goal<\/td><td>A plan to cover the governorates of Upper Egypt within two years<\/td><\/tr><tr><td>Ploy<\/td><td>A specific maneuver to counter a competitor<\/td><td>Cutting the price of a product line to stop a competitor entering a particular channel<\/td><\/tr><tr><td>Pattern<\/td><td>Consistency in behavior over time<\/td><td>A repeated preference for exclusive distribution contracts with suppliers<\/td><\/tr><tr><td>Position<\/td><td>Choosing a place in the market<\/td><td>Focusing on small traditional retail stores<\/td><\/tr><tr><td>Perspective<\/td><td>The way the organization sees itself and its market<\/td><td>A culture that puts serving the retailer ahead of profit margin<\/td><\/tr><\/tbody><\/table>\n<p>Porter (1996) locates the essence of strategy in creating a unique and valuable position through a set of activities that differ from what competitors do, or through performing the same activities in different ways. He distinguishes operational effectiveness, meaning performing similar activities better than competitors, from strategy, which rests on differentiation. He stresses that choosing also means giving things up: an organization that tries to serve every segment with every offering loses its differentiation.<\/p>\n<p>Johnson and colleagues (2017) offer a three-part framework that organizes the field: Strategic Position, Strategic Choices and Strategy in Action. On this basis, strategic management can be defined as the continuous process by which an organization analyzes its position, chooses its direction, carries out its choices, and measures its results and adjusts its course.<\/p>\n<h2 id=\"en-vs-planning\">Strategic management versus strategic planning<\/h2>\n<p>The two terms are used as synonyms in practice, but they differ in scope. Strategic planning is a component within strategic management, and is limited to formulating goals, initiatives and budgets. Strategic management adds continuous analysis of the environment, governance of execution, and course adjustment.<\/p>\n<p>Mintzberg (1994) criticized reliance on formal planning alone, because planning rests on analysis and decomposition, whereas strategy needs synthesis and continuous learning. The steps for preparing the plan are covered in detail in our article <a href=\"https:\/\/mtms.com.eg\/index.php\/2026\/10\/27\/strategic-planning-steps\/\">Strategic planning: steps for preparing the organization&#8217;s strategic plan<\/a> (Arabic).<\/p>\n<h2 id=\"en-stages\">Stages of strategic management<\/h2>\n<p>This section presents a practical five-stage model, designed by combining elements of the Johnson et al. (2017) framework with the method of translating strategy into measures in Kaplan and Norton (1996). It is a composite model for purposes of explanation, not a model published in this form.<\/p>\n<h3>1. Strategic analysis<\/h3>\n<p>Assess the external environment (market, competitors, regulation, technology) and internal resources, using tools such as PESTEL analysis, SWOT analysis and the Five Forces analysis. Rumelt (2011) requires that the analysis end with a diagnosis that identifies the nature of the core challenge, not a descriptive list of factors.<\/p>\n<h3>2. Setting direction<\/h3>\n<p>Formulate the vision, mission and values, then the strategic goals in a measurable and time-bound form, so that their achievement can be judged without interpretation.<\/p>\n<h3>3. Formulating options and choosing<\/h3>\n<p>Evaluate the alternatives (growth, differentiation, cost leadership, or focusing on a segment) against declared criteria such as feasibility, return, risk and consistency with available resources. The decision includes specifying what the organization will not do, following the logic of giving things up that Porter (1996) sets out.<\/p>\n<h3>4. Execution<\/h3>\n<p>Translate the options into initiatives, each with a single owner, a budget, a timetable and a success indicator. The annual budget is tied to the strategic initiatives, not to historical spending lines.<\/p>\n<h3>5. Monitoring and learning<\/h3>\n<p>Measure performance through the Balanced Scorecard with its four perspectives: financial, customer, internal processes, and learning and growth (Kaplan &amp; Norton, 1996). The review includes testing the assumptions on which the strategy was built, not measuring the indicators alone.<\/p>\n<h2 id=\"en-tools\">Main analytical tools<\/h2>\n<p>The Five Forces model (Porter, 1979) explains the profitability of an industry through five forces: the threat of new entrants, the bargaining power of suppliers, the bargaining power of buyers, the threat of substitute products, and the intensity of rivalry among existing competitors.<\/p>\n<p>The Resource-Based View starts from inside the organization. Barney (1991) holds that sustained competitive advantage requires resources that are valuable, rare, imperfectly imitable and non-substitutable.<\/p>\n<table><thead><tr><th>Point of comparison<\/th><th>Five Forces (Porter, 1979)<\/th><th>Resource-Based View (Barney, 1991)<\/th><\/tr><\/thead><tbody><tr><td>Starting point<\/td><td>The external environment<\/td><td>Internal resources and capabilities<\/td><\/tr><tr><td>Question it answers<\/td><td>How attractive is this industry?<\/td><td>What do we own that is hard to imitate?<\/td><\/tr><tr><td>Unit of analysis<\/td><td>The industry<\/td><td>The organization<\/td><\/tr><tr><td>Example in distribution<\/td><td>Buyers concentrated in a small number of modern retail chains raises their bargaining power<\/td><td>Route coverage data and long-standing relationships with traditional retailers<\/td><\/tr><\/tbody><\/table>\n<p>The two models complement each other: the first identifies where the organization competes, and the second identifies what it competes with.<\/p>\n<h2 id=\"en-example\">An illustrative example<\/h2>\n<p>The following example is hypothetical, prepared to illustrate the sequence, and its figures are not real data from any organization. It assumes a consumer goods distributor in Greater Cairo that earns 60% of its sales from three modern retail chains.<\/p>\n<table><thead><tr><th>Stage<\/th><th>Application in the example<\/th><\/tr><\/thead><tbody><tr><td>Analysis<\/td><td>Sales concentrated in three customers gives them high bargaining power and squeezes margins. The resource hardest for others to imitate that the distributor holds is its coverage network in traditional trade.<\/td><\/tr><tr><td>Direction<\/td><td>Reduce the share of the three largest customers from 60% to 45% of sales within 18 months.<\/td><\/tr><tr><td>Choice<\/td><td>Expand in traditional trade instead of competing on price cuts with the large chains.<\/td><\/tr><tr><td>Execution<\/td><td>Three initiatives: redesigning routes, a training program for sales representatives, and an electronic ordering system. Each initiative has an owner and a budget.<\/td><\/tr><tr><td>Monitoring<\/td><td>Monthly indicators: number of active points of sale, average order value, and the share of sales concentrated in the three largest customers.<\/td><\/tr><\/tbody><\/table>\n<h2 id=\"en-failure\">Why implementation stalls<\/h2>\n<ul><li><strong>No translation into measures:<\/strong> a strategy without indicators cannot be managed or its progress judged, which is what the Balanced Scorecard addresses (Kaplan &amp; Norton, 1996).<\/li><li><strong>Weak change management:<\/strong> Kotter (1995) identified eight recurring errors in transformation programs, among them a weak sense of urgency, poor communication of the vision, and declaring victory too early.<\/li><li><strong>Vagueness in the strategy itself:<\/strong> Rumelt (2011) argues that a good strategy has a core of three elements: a diagnosis, a guiding policy, and coherent actions. Lists of ambitious goals that are not based on a diagnosis are not a strategy.<\/li><li><strong>Too many simultaneous initiatives:<\/strong> resources are scattered and progress slows; the remedy is to set a limited number of priorities that fits the team&#8217;s capacity.<\/li><li><strong>No periodic review:<\/strong> the plan turns into an archival document if it has no fixed review date and no decision-maker who follows it.<\/li><\/ul>\n<h2 id=\"en-conclusion\">Conclusion and recommendations<\/h2>\n<p>Strategic management is a cyclical process that links diagnosis to choice, execution and measurement. For a manager starting to apply it, the following steps can be suggested:<\/p>\n<ol><li>Write a one-page diagnosis that identifies the main challenge the organization faces.<\/li><li>Set three to five measurable, time-bound goals.<\/li><li>Decide explicitly what you will stop doing.<\/li><li>Assign each initiative to one owner and a defined budget.<\/li><li>Fix a monthly date to review the indicators and an annual date to review the assumptions.<\/li><\/ol>\n<h2 id=\"en-faq\">Frequently asked questions<\/h2>\n<h3>Is strategic management only for large organizations?<\/h3>\n<p>No. The tools differ with size; the logic does not. A small organization can adopt a brief diagnosis, three goals and a monthly review without a separate planning department.<\/p>\n<h3>What is the difference between strategic management and strategic planning?<\/h3>\n<p>Strategic planning is one component of strategic management and is concerned with formulating goals and initiatives. Strategic management also includes continuous analysis, execution, monitoring and course adjustment.<\/p>\n<h3>What are the best-known strategic analysis models?<\/h3>\n<p>SWOT analysis, PESTEL analysis, Porter&#8217;s Five Forces, the Resource-Based View and the Balanced Scorecard. The one chosen is the one that suits the question being asked; no single one replaces the others.<\/p>\n<h3>How often should the strategy be reviewed?<\/h3>\n<p>There is no single standard. The common practice is to review execution indicators monthly or quarterly, and to review the strategic assumptions annually or when a fundamental change occurs in the market.<\/p>\n<h2>Putting it into practice<\/h2>\n<p>MTMS Global offers the <a href=\"https:\/\/mtms.com.eg\/index.php\/strategic-management-diploma\/\">Strategic Management Diploma<\/a> (Arabic) for managers who want to apply this methodology, as well as <a href=\"https:\/\/mtms.com.eg\/index.php\/consulting\/\">consulting services<\/a> for building strategy and linking it to performance indicators, and <a href=\"https:\/\/mtms.com.eg\/index.php\/training\/\">training programs<\/a> for management teams. You can also <a href=\"https:\/\/mtms.com.eg\/index.php\/contact-us\/\">contact us<\/a> to discuss your organization&#8217;s needs.<\/p>\n<div id=\"en-refs\" class=\"mtms-refs\"><h2>References<\/h2><p>Barney, J. (1991). Firm resources and sustained competitive advantage. <em>Journal of Management, 17<\/em>(1), 99\u2013120.<\/p><p>Johnson, G., Whittington, R., Scholes, K., Angwin, D., &amp; Regn\u00e9r, P. (2017). <em>Exploring strategy: Text and cases<\/em> (11th ed.). Pearson.<\/p><p>Kaplan, R. S., &amp; Norton, D. P. (1996). Using the balanced scorecard as a strategic management system. <em>Harvard Business Review, 74<\/em>(1), 75\u201385.<\/p><p>Kotter, J. P. (1995). Leading change: Why transformation efforts fail. <em>Harvard Business Review, 73<\/em>(2), 59\u201367.<\/p><p>Mintzberg, H. (1987). The strategy concept I: Five Ps for strategy. <em>California Management Review, 30<\/em>(1), 11\u201324.<\/p><p>Mintzberg, H. (1994). <em>The rise and fall of strategic planning<\/em>. Free Press.<\/p><p>Porter, M. E. (1979). How competitive forces shape strategy. <em>Harvard Business Review, 57<\/em>(2), 137\u2013145.<\/p><p>Porter, M. E. (1996). What is strategy? <em>Harvard Business Review, 74<\/em>(6), 61\u201378.<\/p><p>Rumelt, R. P. (2011). <em>Good strategy\/bad strategy: The difference and why it matters<\/em>. Crown Business.<\/p><\/div>\n<div class=\"mtms-author\"><strong>About MTMS Global:<\/strong> a Cairo-based management training and consulting company serving organizations in Egypt and the Gulf. 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