The Five Generic Competitive Strategies
Subject: Marketing | Topics:

General purpose of this lecture is to present on the five generic competitive strategies. A firm positions itself by leveraging its strengths. Michael Porter has argued that a firm’s strengths ultimately fall into one of two headings: cost advantage and differentiation. By applying these strengths in either a broad or narrow scope, three generic strategies result: cost leadership, differentiation, and focus. These strategies are applied at the business unit level.

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