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ch 1 Empirical framework; 1. Strategic market management : an introduction and overview; PART I. Strategic analysis. 2. External and customer analysis; 3. Competitor analysis; 4. Market/​ Submarket analysis; 5. Environmental analysis and strategic uncertainty; Case challenges for Part I; PART II. Creating, adapting, and implementing strategy. 7. Creating advantage: synergy and commitment vs. opportunism vs. adaptability; 8. Alternative value propositions; 9. Building and managing brand equity; 10. Energizing the business; 11. Leveraging the business; 12. Creating new businesses; 1 4. Setting priorities for businesses and brands. The exit, milk, and consolidate options; 1 4. Setting priorities for businesses and brands. The exit, milk, and consolidate options; 15. From silos to synergy, harnessing the organization; Case challenges for Part II