search query: @author Day, G. S. / total: 17
reference: 6 / 17
| Author: | Day, G. S. |
| Title: | Deciding how to compete. *KELLOGG |
| Journal: | Planning Review
1989 : SEP/OCT, VOL. 17:5, p. 18-23 |
| Index terms: | MARKETING STRATEGY COMPETITIVENESS |
| Language: | eng |
| Abstract: | Review of the choice between the two competitive strategies: differentiation and low cost, related to the competitive strategy of Kellogg Cereals and its innovative products for health-oriented customers. Achieving a competitive advantage. Generic strategies. The three dimensions of strategy. A case study. Supporting programmes and activities. Possible shortcomings: meaningless, uneconomic and invisible differentiation. Four Exhibits illustrate the study. A Box outlines a survey of a baking powder company among its customers and its performance based on 5 key attributes. |
SCIMA