chapter  12
11 Pages

The ‘scissors’ process for choosing a competitive strategy

Building on the insights in the preceding two chapters, this chapter examines the process of choosing a competitive strategy. More particularly, it discusses the coordination and integration of the two sides of the task. That means finding an offering which:

has a winning competitive position in relation to customers and competitors, and at the same time

exploits a resource endowment in which the business has a competitive edge.1