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Your Whole Company Needs to Be Distinctive, Not Just Your Product

Harvard Business

A company that can show it is different from other companies, in a way that is relevant to customers, gains a major competitive advantage. That’s what customers see, after all, relative to what the competition can provide. But starting in the early 2000s, the advantages of scale were mostly eliminated, in large part because of globalization, deregulation, and the rise of digital technology. Customers Competitive strategy Business models Digital Article

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