Business strategy sounds great in the boardroom—but it only works when executed on the ground.

In this talk, Dr. Claude B. Kershner IV unpacks functional-level strategy—the engine that drives day-to-day execution and long-term competitive advantage. Using real-world cases and proven frameworks, Claude breaks down the four essential pillars that functional teams must master to deliver results:

🔹 Efficiency – Achieve more with less through smart design, economies of scale, learning effects, and technologies like AI and flexible manufacturing. It’s not just cost-cutting—it’s cost-smart.

🔹 Quality – Go beyond checklists. Functional strategy embeds reliability (via tools like Six Sigma and TQM) and excellence (in design, features, service) to reduce defects and elevate brand value.

🔹 Innovation – Most ideas fail. Successful firms link R&D, marketing, and production to turn innovation into profitability. It’s not just about being first—it’s about being right, fast.

🔹 Customer Responsiveness – Give customers what they want, when they want it, at a price they’re willing to pay—without breaking your cost structure. That means listening, customizing, and moving fast with purpose.

These four functional strategies don’t work in silos—they reinforce each other to execute the company’s business-level strategy. Whether your goal is low cost, differentiation, or market leadership, this is how you operationalize it.

✅ Perfect for business students, managers, and founders alike, this session brings strategic theory to life—with tools you can use across marketing, operations, HR, R&D, and more.

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Functional-Level Strategy Explained: Executing Business Level Strategy through Four Key Levers

The Dr. Claude Kershner Show empowers students, professionals, and scholars by offering practical examples of Strategic Entrepreneurship. In a series of teachings, interviews, and stories, we confidently provide evidence-based tactics to take teams and organizations through life cycle transitions.

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