According to Johnson et al (2013) and John (1997), strategy can be defined as an overall scope or long-term direction of a company. Johnson et al (2013) state that strategy has three levels which relate to corporate, corporate and operational levels. According to Lynch (2006), there are two elements in corporate strategy: the corporate level and the corporate level. This essay will focus on both corporate and corporate-level strategy. To conclude the points of Lynch (2006) and Johnson et al (2013), corporate-level strategy can be identified as an overall purpose or scope of an organization. Corporate-level strategy is related to providing the best value for products or services to compete in specific markets. For example, innovation or responding to competitors are usually tactics of company-level strategy (Johnson et al.,