haku: @journal_id 69 / yhteensä: 714
viite: 312 / 714
| Tekijä: | Day, G. S. Wenskey, R. |
| Otsikko: | Assessing advantage : a framework for diagnosing competitive superiority. |
| Lehti: | Journal of Marketing
1988 : APR, VOL. 52:2, p. 1-20 |
| Asiasana: | COMPETITIVENESS COMPANY PERFORMANCE MARKET SHARE CUSTOMERS |
| Kieli: | eng |
| Tiivistelmä: | Strategy is described as seeking new edges in a market while slowing the erosion of present advantages. The importance of the valid and insightful monitoring of the current competitive position is emphasized. Information gaps are identified. An organizing framework is presented that distinguishes the sources of advantage from their consequences for relative competitive position. This framework is used to guide an evaluation of the many ways in which competitive advantages have been measured. Management judgments of strengths and weaknesses are examined, 11 distinct measurement approaches evaluated. Steps are proposed that can be taken to reorient marketing research to offer a balanced view of present and prospective advantages. |
SCIMA