Most businesses operate in competitive markets: they have to ‘take on’ and ‘see off’ rivals. Each organisation must decide for itself how best to try to do this. Not all firms come up with the same answer and for good reason. Firstly, there are several different ways of gaining competitive advantage. Secondly, businesses need to play to their strengths and not all businesses have the same strengths. Thirdly, many markets are segmented and what is important to one set of customers may be less important…

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