Resumèn Bibliografico del Libro Menù Estrategico.(Fermin Aponte)

Journal Paper Abstract: Strategic menu. The art of war competition. The strategies adopted by companies have become more sophisticated, absorbing more and more into the games offensive, defensive, counter, deterrence, cooperation or alliances that bequeathed us the war as an archetype of human confrontation between complex organizations, even among entire societies. Are deployed human, financial and technological, in order to affect the fate of environmental organizations. The essence of the strategies is to adjust or adapt to the competitive environment. Competitiveness is a very important role in enterprises, as these must have a special feature to be differentiated from its competition, and consequently companies must strive for sustainable competitive advantages that distinguish it from competition. In the economic and social competitiveness is currently the property or quality that enables an organization to survive in saturated markets, if a company is not competitive is doomed to extinction. Companies today are faced with increased requirements resulting from various backgrounds, are distinguished, including: .- The globalization of competition in a growing product markets. .- The proliferation of competitors. .- The growing demand for better products and products specific to their needs. .- Technological innovations. Due to these factors, the need to get and keep an organization competitive, it becomes a primary task. Companies have discovered many different ways to create a defensible position in a sector, the author of the book makes a classification of strategies into 4 categories: 1) Deterrence Strategies: Used by companies established in a market in order to avoid conflicts with competitors, and minimize their severity. Discourage the emergence of new competitors using intense advertising campaigns, increase the operational capability to alert the competence of his ability to counter future attacks, etc. 2) Offensive Strategy: Look for medium to remove the competition, or increase their participation. Frontal attack to the flank, beachhead and others get to use comparative advertising should also offer some additional attribute of established competitors. 3) Defensive: To resist an attack or breaking losses to the attacker to make him desist from his purpose. Are established based on the actions taken by the attacker. 4) Cooperative Strategies and Alliances: These are designed to add unique capabilities in order to better compete. Licenses, joint marketing agreements, partnerships, franchises, etc. The concepts of strategy and competition are inextricably linked, any strategy related to competition, so the end of the strategy is to expand the power of the company before its competitors.