Setting the offering apart from its competition

Abstract

Suggests one general framework that centres on the choices that customers make between competing offerings as firms compete for customers, the options for competitive strategy concern the ways in which firms can make their offerings different in the eyes of customers. Uses Figures to show different strategies and modes. Concludes, when competitive shifts occur, firms must adapt their differentiation strategies to the new conditions, which puts new demands on their resources, capabilities and cultures.

Citation

Kippenberger, T. (1998), "Setting the offering apart from its competition", The Antidote, Vol. 3 No. 5, pp. 29-30. https://doi.org/10.1108/EUM0000000006571