Strategy, the general roadmap that frames firm operations is a key driver of performance outcomes. Through its interplay with structure, the skeleton that holds the firm’s physiology together, strategy serves to activate the firm’s vision, frames the firm’s actions in pursuing that vision, and defines the pathway to the firm’s desired outcomes. In this chapter, we discuss marketing’s role in the creation, capture, and delivery of the firm’s perceived value proposition, construction and protection of its competitive advantage, and its drive toward strategy implementation. We also discuss the internationalizing firm’s global strategy, highlighting standardization vs adaptation of strategy across markets, configurations of global value chains, and the interdependencies across the firm’s subsidiaries and headquarters. We discuss international strategy tradeoffs between internalization vs. externalization of operations in target markets, international strategy and structure archetypes, and subsidiary roles in the marketing organization.