企业战略跟市场竞争---欧洲顶级商学院教材.pptVIP

4 5 竞争优势 grows fundamentally out of the valuable benefits a firm is able to create for its buyers that exceed the firm’s cost of creating it. There are then two basic types of 竞争优势. With cost leadership a firm has a lower cost than competitors of producing equivalent benefits. With differentiation a firm provides unique benefits that more than offset higher costs. In reality, few firms face such stark alternatives of pursuing either cost or differentiation. Other example: McDonald, Burger King, Wendy Numerous successful companies pursue both cost leadership and differentiation (e.g. Swatch