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Competitive Strategy
A company’s competitive strategy (also called business strategy) determines what customer segments a company aims to serve by its products and services. Establishing a competitive strategy can be seen as an iterative process where the company make decisions on where they would like to position themselves in the market and what set of resources and capabilities they need to develop to successfully do that, and what kind of resources and capabilities they already possess and where these characteristic can give the company a competitive advantage (Beckman & Rosenfield 2008)...
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