opportunity 93 of 150   A strategic competitive advantage is the foundation upon which a business can build a strategy to differentiate itself from its customers, and be seen by the primary target market as the best alternative in a product category.   A concept first documented by Michael Porter, Professor of Strategy at Harvard […]

opportunity 93 of 150   A strategic competitive advantage is the foundation upon which a business can build a strategy to differentiate itself from its customers, and be seen by the primary target market as the best alternative in a product category.   A concept first documented by Michael Porter, Professor of Strategy at Harvard University, a ‘strategic competitive advantage’ is often called a ‘sustainable competitive advantage’ – and for very good reason. A strategic competitive advantage should, ideally, be sustainable.   It is a waste of resources, and less than credible for the consumer, for a business to develop a new strategic competitive advantage every year, every 5 years or even every 10 years. While a brand can, and should, be refined over time, the essence of a strategic competitive advantage should remain largely unchanged over time.   A strategic competitive advantage is, in many respects, the capability that…