Principles of modern corporate warfare: Integrating Sun Tzu’s art of war, military principles of war and concepts of marketing warfare

ABSTRACT Effective and sustainable strategy for success in the marketplace continuously engages the principal stakeholders in business, who are always searching for ways and means for a greater share of the customer’s mind space and wallet. In military warfare, defined Principles of War help maintain focus and improve chances of a favourable outcome. Similarly, as maritime and corporate strategies share a boundary-less nature of operations in both spheres, “Principles of Corporate Warfare” could be defined to increase uniformity of response and enhance aggressive spirit, so as to ensure a favourable outcome. This paper attempts to define ten “Principles of Corporate Warfare”.