The Bottom Line

Is strategy necessary for success?

What is strategy and why do businesses need it? What distinguishes a good strategy from a bad one or a non-strategy? Not to be confused with goals or a company's ambition, strategy is a word that is often mis-used and misapplied. But in reality it can make the difference between success and failure - especially if it's adaptable to changes in the market. Evan Davis looks at where companies have got strategy right and where it's gone badly wrong.GUESTS:Michael Jacobides - Associate Professor of Strategy and Entrepreneurship at The London Business School.Jacqueline de Rojas, President of Tech UKAnn Cairns, President of International Markets, MasterCard.

The definitive business podcast from the BBC. Each week, the BBC's Evan Davis is joined by bosses, entrepreneurs and industry experts, to lift the lid on how their businesses work, and what it’s like to be in charge. They discuss a big issue, a big challenge, or a big question facing their industry. From managing AI to managing millennials, from supermarkets to supercharging a new product.And our guests will share their stories of success and failure along the way.  Podcasts are published every Thursday. And as well as being a podcast, we are also available every Thursday afternoon and Tuesday evening on BBC Radio 4. You can now also listen to The Bottom Line on a smart speaker. If you want to listen, just say "Ask BBC Sounds to play The Bottom Line”. It works on most smart speakers.The Bottom Line has published a spin off series - Decisions That Made Me - where Evan asks entrepreneurs and business leaders about the most crucial moments in their lives and careers. You can watch these episodes here: https://t.ly/oJ8lW. Got a question or a comment? Get in touch with Evan and the team on email at bottomline@bbc.co.uk.