The most effective business strategy development starts with context—an understanding of internal and external forces and components. Without a systematic assessment of the different aspects of business context it’s impossible to develop the rich, nuanced perspective of the organization and its environment that you need to do the real work of strategy development. A full understanding of context forms the foundation for strategies that result in innovation, and real and lasting change.

What you’ll learn

In this course you will examine the 6-Aspect Model of Strategic Context (6AMSC) and how it is used in strategy development. First, you’ll dive into the 6 aspects—environment, strategy, structure, routines, people, and culture—that underlie strategy development. Second, we consider other strategic concepts and tools that complement the use of 6AMSC to set strategic context.

This 4-part course follows a hands-on format, presenting the framework and practical tools that you will use to assess and discuss a strategic business case after each session.


Considering Strategic Context

Tool Introduced: AMSC Framework

Strategic Environment

Tool Introduced: PESTLED

Corporate Strategy

Tool Introduced:  Crack the Case


Tool Introduced: Telling the Story

Register today for this online course and get started laying a strong foundation for strategic development.




At the conclusion of the 4-part course, you have the option of purchasing a blockchained digital micro-credential certificate for USD99.


Fundamentals of Strategy Development is taught within MBA and master’s programs, and in professional development programs such as the University of Alberta’s Graduate Management Consulting Association. Participants include professionals looking to broaden their understanding of internal strategy development, operations-oriented management consultants who wish to extend their skillset to strategy, and business managers and executives considering a pivot to strategy development, planning, and consulting.


Gerry Purcell

Gerry Purcell has over 25 years of experience as an operations executive and a principal consultant in leading global consultancies, including BCG and Kearney, and several boutique firms. An intuitive thinker and experienced advisor, Gerry has a confident, collaborative, personable working style. A classically trained consultant, he has worked as an analyst, program manager, and engagement executive in North and South America, Europe, Asia, Australia, and the Middle East, and served in executive roles at two national financial institutions in Canada.

Gerry’s experience and understanding of the underpinnings of how strategy execution works and the social, physical, and structural dynamics of organizations enable his clients to harness their entrepreneurial spirit, break new ground, communicate broadly, uncover new ideas, and reach goals they thought were unattainable.