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Redefining the Strategic Competitive Unit: Towards a New Global Marketing Paradigm?

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 March 1992



Introduces a decision framework for making strategic competitive choices beyond the product‐brand, business unit, or corporate levels of analysis. It adds a fourth dimension: the multi‐organizational strategic competitive unit which is responsible for planning and implementing competitive strategy in the global marketplace. Long‐range competitive success can no longer be achieved by a single company, and in recent years, the relevant competitive unit has shifted from the company to the larger competitive system of companies aligned in strategic collaborations for competitive advantage. For example, no longer is competition between one auto assembler and another, but between Toyota and its Keiretsu programme of global networking and strategic alliances with suppliers and other competitors against Ford and General Motors and their relative commitment to the more narrowly focused corporate competitive unit.



Schill, R.L. and McArthur, D.N. (1992), "Redefining the Strategic Competitive Unit: Towards a New Global Marketing Paradigm?", International Marketing Review, Vol. 9 No. 3.




Copyright © 1992, MCB UP Limited

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