| Author: | Verdin, P. Williamson, P. |
| Title: | Successful strategy: stargazing or self-examination? |
| Journal: | European Management Journal
1994 : MAR, VOL. 12:1, p. 10-19 |
| Index terms: | STRATEGY SUCCESS COMPETITIVE ADVANTAGE |
| Language: | eng |
| Abstract: | The authors construct links between "inward-looking" strategies by companies - which are governed by their existing assets, capabilities and core competencies - and "outward-looking" strategies which emphasise a more traditional market-competitor analysis. Two aphorisms for managers emerge - "understand exactly which competences can offer competitive advantage", and "start from the market in deciding how to use your core competences". A company which succeeds in forging these links will be able to come up with a synthetic strategy which uses its internal resources in a way the market will continue to reward. |
SCIMA