A corporate strategy is based on analyses of where the organization currently stands and how it positions itself vis-à-vis employees, partners, and customers. On one hand, the strategy defines the purpose of the company; on the other hand, it defines the benefits offered to its customers and what role the company plays in the market. A corporate strategy answers the question of how the organization wants to develop over the long term and sets the direction for it to do so successfully. Each employee’s performance plays a role in implementing the strategy.