ABSTRACT
Keeping the strategic window open involves maintaining a sustainable competitive advantage. We examine the nature of core competencies and interpret their importance as the basis of gaining a sustainable competitive advantage in the marketplace. Along with these core competencies are a number of generic strategies that an organization can seek to follow or implement. We look at each of these generic strategies in turn. First, we argue that competitive advantage should be market led and that the firm should base its competitive advantage on its core competencies. We then look at generic strategies: low-cost, focus and pre-emptive and also successful product differentiation strategies. Next, we discuss how branding can help differentiate products. This is followed by an examination of brand awareness, brand identity, brand loyalty and the relationship between branding and strategy. Finally, we discuss focus strategies.
