![]() ![]() ![]() ![]() Today the strategic question that drives business is not "What else can we make?" but "What else can we do for our customers?" This new center of gravity demands a rethink of long-standing strategy principles: First, the sources and locus of competitive advantage now lie outside the firm, and advantage is accumulative-rather than eroding over time as competitors catch up, it grows with experience and knowledge. But those easily copied sources of advantage are being irreversibly eroded, and advantage increasingly lies "downstream"-in the marketplace. For decades, businesses have sought competitive advantage in "upstream" activities related to making new products-building bigger factories, finding cheaper raw materials, improving efficiency, and so on. ![]()
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