ABSTRACT
From the start, your immediate task is to identify and establish your company’s sustainable strategic competitive advantage.1,2 Your strategy is your business approach to a set of competitive moves designed to generate a successful outcome for your enterprise. It is your game plan for:
◾ Strengthening your organization’s competitive position ◾ Satisfying customers ◾ Achieving your performance targets
You have three generic strategies available to you: (1) focus, (2) differentiation, and (3) cost leadership, as shown in Figure 12.1.
