18 Competitive strategy

Competitive strategy

An organisation can compete in two broad alternate ways. It can either seek competitive advantages on cost or choose to differentiate itself from its competitors on some attributes of the products or services or in the way it markets its products or services. The notion of two generic competitive advantages — cost and differentiation — is important but too broad to be useful for a management faced with day-to-day decision-making. The competitive strategy is articulated in terms of competitive priorities.


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