Casadesus-Masanell, Ramon, and Joan Enric Ricart. "From Strategy to Business Models and onto Tactics." Special Issue on Business Models Long Range Planning 43, no. 2 (April 2010): 195–215.

Own goals and dropped balls can be the difference between a win ... Where do we want to be (strategy)? How do we get there (tactics)? It also must account for various likely contingencies and ...