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| Author: | Kenyon, A. Mathur, S. S. |
| Title: | The offering as the strategic focus |
| Journal: | Journal of Consumer Policy
2002 : SEP, VOL. 10:3, p. 171-188 |
| Index terms: | COMPETITION STRATEGY MARKETING POSITIONING CUSTOMERS |
| Language: | eng |
| Abstract: | All businesses have a strategic need for designing what to sell in the future, for example against the time when present market offerings cease to generate value. In businesses which are either large or at the leading edge of technological innovation, much of this task may fall on managers below the top level. This paper suggests that this task of designing what to sell is nevertheless strategic and, therefore, is legitimately described as a competitive strategy. It also suggests that what needs to be designed are individual offerings, even when the viability of several offerings is interdependent. It is the offering that customers choose or reject and the price of which they compare with prices of substitutes. |
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