Defending Your Brand: Use Defensive Strategy to Combat Competitive Attacks
Definitions (Defensive) Defending territory Defending citizens Defending values Defending allies...
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Definitions (Defensive) Defending territory Defending citizens Defending values Defending allies Defending preferred world order
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Transcript of Definitions (Defensive) Defending territory Defending citizens Defending values Defending allies...
Definitions (Defensive) Defending territory Defending citizens Defending values Defending allies Defending preferred world order
Definitions (Offensive) Securing territory Spreading values Creating allies Building preferred world order
OLD DEFINITION? NEW DEFINITION?
Direct threats Other nations Rival powers Rival Ideas
Rival ideas Transnational
organized crime Migration Demographic
crises Health Failed states Economic stability
General George C. Marshall
National Security is Politics Between nations (just nations?) Within nations • Competing institutions• Competing individuals• Competing interests
If national Security is about poliitcs, then we need to understand how national security decisions are made.
External and
Internal Environment
Structure follows Strategy (in theory)
Alfred Chandler
External Government
Environment strategy and organizational
structure(decision making structure)
Remember strategy is a decision, a political decision
What if the US decides not to react to international developments? Doesn’t care about them Doesn’t see them
US as a weak nationStruggling for independence
US BOOM!!!!
1. Free Market economics Open access for US investment
2. Spreading Democracy (Wilson)
3. Nervousness about Commitments
Wilson vs. US Senate on League of Nations
US Decision to remain a regional power
National Security focus on Economics Anti-communism
US is now the most powerful nation on the globe
What now?
Isolationism /Nationalismvs.
Internationalism
Realism Idealism liberalism
WilsonianismBalance of power Hegemonic realism
1945-1950: Accepts the role of global power
National Interests: To contain communism To build a liberal-democratic world
order To remain the most powerful nation
