ABSTRACT
Porter identified three generic competitive strategies that he claimed result in success for companies competing for position in any particular market. These are: (a) cost leadership, (b) differentiation and (c) focus. Failure to achieve these strategies can result in companies becoming ‘stuck in the middle’, with no real competitive advantage. It is not generally possible to follow all three generic strategies simultaneously, but it is common for businesses to gain cost leadership while also differentiating their proposition, and it is also possible to seek a focused and differentiated approach.
