Find Your Market-Oriented Competitive Advantage

Competitive advantage is the core of a winning strategy. Still, only a few companies have a competitive advantage. This book helps a business create a competitive advantage. It replaces product- and production-oriented thinking with a market-oriented way of thinking.

Competitive advantages are created only by thinking in new way. By thinking what has not been thought.

PART I TOWARDS A COMPETITIVE EDGE. - HOPES AND CASTLES IN THE AIR. - LET S JUST MAKE THE CHANGE IF ONLY WE KNEW HOW. - TOWARDS THE BASICS OF THE COMPETITIVE EDGE TOOLKIT. - PART II FIND YOUR MARKET ORIENTED COMPETITIVE ADVANTAGE. - WHAT IS A COMPETITIVE ADVANTAGE. - SET OF TOOLKITS. - FINDING A COMPETITIVE ADVANTAGE IN THE COMPANY S RESOURCES. - CONCRETE BUSINESS EXAMPLES. - COMPETITIVE ADVANTAGE PUT INTO PRACTICE. - COMPETITIVE ADVANTAGE AS A DRIVER FOR ORGANISATIONAL DEVELOPMENT. - A BRAND IS A JOINT CREATION BY THE CUSTOMER AND THE COMPANY. - COMMUNICATION. - PART III FOOD FOR THOUGHT. - INNOVATION REQUIRES CREATIVITY. - COMPETITIVE ADVANTAGE IS AN UMBRELLA TERM FOR CURRENT TRENDS AND MEANS. - WELL KNOWN STRATEGY TOOLKITS. - HOW THE TOOLKIT WAS CREATED. - A FINE CONCLUSION TO THE TOOLKIT.