战略管理05-事业层级战略(成本与差异化).pptVIP

Chapter Five Building Competitive Advantage Through Business-Level Strategy “I skate to where the puck is going to be . . . not to where it has been.” Business-Level Strategy They must decide on: Customer needs – WHAT is to be satisfied Customer groups – WHO is to be satisfied Distinctive competencies – HOW customers are to be satisfied Customer Needs: Product Differentiation Customer needs The desires, wants, or cravings that can be satisfied through product attributes ? Customers choose a product based on: The way