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The creative aspect of strategy is the central focus of this book. Through a selection of case studies, the editors show how creativity fits into the overall context of the manager's role in the firm, and the firm within its industry. The key role of the "strategic innovator" is to create new strategies which alter the "rules of the game". Some of the cases explore the competitive dynamics of innovative firms, and how they use their competencies and capabilities to change the patterns of competition in the industry. Others explore how the managers in companies put together the efforts of those around them to effect innovation in their own firms. Companies discussed include Ikea, Ariston, JVC, Benetton and Honda. In tune with the emerging dynamic resource-based theory of the firm, central to the new strategy courses, this collection of key case studies is targeted at MBA students as well as senior executives on short courses.