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| Author: | Aaker, D. A. |
| Title: | Managing assets and skills: the key to a sustainable competitive advantage. |
| Journal: | California Management Review
1988 : WINTER, VOL. 31:2, p. 91-106 |
| Index terms: | CORPORATE STRATEGY COMPETITION ASSETS SKILLS |
| Language: | eng |
| Abstract: | Long-term success involves creating, managing, and exploiting assets and skills that competitors find difficult to match or counter. A three-step process is described in order to help managing assets and skills. The first step is to identify relevant skills and assets by observing successful and unsuccessful firms, key customer motivations, large value-added items, and mobility barriers. The second step is to select those skills and assets that will provide and advantage over competitors, will be relevant to the market, and will be feasible, sustainable, and appropriate for the future. The third step is to develop and maintain those assets and skills and to neutralize those of competitors. |
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