One kind of game, like chess, is finite. There are concrete win conditions, and when those are met, the game is over.
Another kind of game has no end, and no real way to keep score. The objective of the game is to keep playing as long as possible.
Business is like the second kind of game. So talk about 'winning' in business is largely meaningless on the long term. One can arbitrarily choose one metric, like, say, stock price, or market segment share, and declare a win over arbitrarily selected contestants. And perhaps that will suffice for a while. But eventually, this kind of limited thinking will lead to misapprehension of very real dangers to the company's long term survival. Andy Grove coined the phrase, "only the paranoid survive". He was referring to businesses, and the fact that survival (as a corporation) is the goal. The ability to keep playing the game is the only real measure of success.
Much of this 'corporate speak' comes from a zero-sum model of business, which is not the game being played at all.