"the sources of competitive advantage. In competition, every seller has certain capabilities or competencies based on its skills and resources, including all the people and their knowledge, the plant and equipment, customer relationships, and corporate image and reputation. Competencies are all the factors a seller can use in order to achieve its goals. It is essential for success in competition that the capabilities it has fit with the problem solutions desired by buyers. A seller who strives for competitive advantage will try to develop or acquire better talents and resources than competitors and will try to protect them against imitation.
Also essential for competitive success is the way in which processes within a firm are organized.
Competencies and processes together determine the output of a company and we call this a firm’s program. It includes the outputs offered to the market and what it expects from others in return. The program is the firm’s total offer including the nature of the product, the product range, services, communication, distribution, and price. The program is what distinguishes one firm from others. It is its visible source of differentiation for the buyer. Once achieved, a company usually tries strongly to defend an established differential advantage.
Competencies, processes, and programs together are the means by which a seller tries to create and defend differential advantage over his competitors. Every effort to improve a firm’s competitive position has to start at one or more of these three components.
As a result of its particular mix of competencies, processes, and program, a seller achieves a certain competitive position. This position has various dimensions. First is the type of advantage, which may be by means of cost advantages or benefit advantages. The former describes the seller’s average costs as compared to competitors; the latter describes the net benefits perceived the buyer, compared to buyers’ perceptions of competitors’ offers."
terça-feira, março 19, 2019
"the type of advantage, which may be by means of cost advantages or benefit advantages"
E continuo a minha leitura matinal de "Fundamentals of Business-to-Business Marketing - Mastering Business Markets" editado por Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson e Ingmar Geiger.