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How to Maintain Sustainable Competitive Advantage (SCA) (1) Grow Revenue…
How to Maintain Sustainable Competitive Advantage (SCA)
1) Grow Revenue
Increase Value of Existing Products
Enter: Marketing Strategy
2) Target Competitor Selection
Uses Info from Marketing Research to Differentiate
3) Determine Value Proposition
1) Target Market Selection
Develop New Product
2) Improve Productivity/Costs
Reduce Costs: Indirect and Direct
Many times:
1) short term
2) at expense of growing revenue
Use assets more efficiently
Often have to choose between these 2 levers
in order to differentiate itself
Business' Strategic Positioning
Contemporary Business Strategy:
Requires more time
All Rights Reserved by Brent Marinan & University of Arizona
