ABSTRACT
The task of organizations in the CCI is therefore not necessarily to work out how to win a competition, but how to prevent others from being able to compete with you. The difference is subtle, but important. This chapter discusses the key attitude towards competition by setting out what strategy means, discussing the importance of being strategic in the CCI and identifying what can prevent organizations from seeking a strategy that will give them a competitive advantage. Competing strategically requires that managers design how their organization works to produce something that is valued by customers in as effective and efficient a way as possible, the general objective being that sufficient customers buy products and services at a price that produces the desired profit level necessary to enable re-investment in the organization and the distribution of rewards for its stakeholders. The Creative Commons is a set of licences that can be variously applied to protect or exploit (or not) the work.
