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| Author: | Albach, H. |
| Title: | Innovationsstrategien zur Verbesserung der Wettbewerbsfähigkeit. |
| Journal: | Zeitschrift für Betriebswirtschaft
1989 : DEC, VOL. 59:12, p. 1338-1352 |
| Index terms: | RESEARCH PLANNING INNOVATION |
| Language: | ger |
| Abstract: | In the literature on strategic planning and on competitive advantage two different strategies are discussed: the strategy of differentiation and the strategy of cost leadership. These strategies are assumed each to ensure competitiveness on global markets. The strategy of differentiation lays emphasis on product innovation, the strategy of cost leadership stresses the importance of process innovation. The validity of these strategic concepts is discussed. It is shown that technological and marketing considerations make it mandatory to use a combined strategy. Competitiveness on global markets depends on the firm's ability to introduce product and process innovations simultaneously. |
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