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| Author: | Verdin, P. Williamson, P. |
| Title: | Successful Strategy: Stargazing or Self-examination? |
| Journal: | European Management Journal
1994 : VOL. 12;1, p. 10-19 |
| Index terms: | STRATEGIC PLANNING BUSINESS POLICY COMPETITIVENESS |
| Language: | eng |
| Abstract: | Paul Verdin and Peter Williamson construct links between "inward-looking" strategies by companies - which are governed by their existing assets, capabilities and core competences - and "outward-looking" strategies which emphasise a more traditionel 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. This strategy will bring real competitive advantage. |
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