A S L 3 Lecture Notes - Lecture 11: Cost Leadership, Mass Customization, Niche Market

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Chapter 6: business strategy: differentiation, cost leadership and. Integration: business-level strategy: how to compete for advantage. Business-level strategy: goal-directed actions managers take in their quest for competitive advantage when competing in a single product market. Managers need to keep in mind that competitive advantage is determined jointly by industry and firm effects. Industry and firm effects are not independent but rather they are interdependent. A firm"s business-level strategy determines its strategic position- its strategic profile based on value creation and cost-in a specific product market. Strategic trade-offs are choices between a cost or value position. Such choices are necessary because higher value tends to require higher cost. Therefore, to achieve a desired strategic position, managers must make strategic trade-offs. A business strategy is more likely to lead to a competitive advantage if it allows firms to either perform similar activities differently or offering similar products or services at lower cost.

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