1. Explain why companies continually evaluate their strategies, rather than waiting until the end of the quarter or fiscal year to engage in the three core strategy evaluation activities discussed in chapter 9.

2. How does an organization know if it is pursuing “optimal” strategies?

3. Regarding the strategic planning process, give four “should be” guidelines and four “should not be” guidelines.

Please use below for reference. 

David, F.R. Strategic Management: Concept and Cases (17th ed.).