Overview

Competitive advantage is the core of a winning strategy. Still, only a few companies have a competitive advantage. This book helps a business create a competitive advantage. It replaces product- and production-oriented thinking with a market-oriented way of thinking.  Competitive advantages are created only by thinking in new way. By thinking what has not been thought.

Full Product Details

Author:   Markku Vierula
Publisher:   Springer International Publishing AG
Imprint:   Springer International Publishing AG
Edition:   2024 ed.
ISBN:  

9783031716621

ISBN 10:   3031716620
Pages:   145
Publication Date:   29 September 2024
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

PART I TOWARDS A COMPETITIVE EDGE.- HOPES AND CASTLES IN THE AIR.- LET’S JUST MAKE THE CHANGE IF ONLY WE KNEW HOW.- TOWARDS THE BASICS OF THE COMPETITIVE EDGE TOOLKIT.- PART II FIND YOUR MARKET ORIENTED COMPETITIVE ADVANTAGE.- WHAT IS A COMPETITIVE ADVANTAGE.- SET OF TOOLKITS.- FINDING A COMPETITIVE ADVANTAGE IN THE COMPANY’S RESOURCES.- CONCRETE BUSINESS EXAMPLES.- COMPETITIVE ADVANTAGE PUT INTO PRACTICE.- COMPETITIVE ADVANTAGE AS A DRIVER FOR ORGANISATIONAL DEVELOPMENT.- A BRAND IS A JOINT CREATION BY THE CUSTOMER AND THE COMPANY.- COMMUNICATION.- PART III FOOD FOR THOUGHT.- INNOVATION REQUIRES CREATIVITY.- COMPETITIVE ADVANTAGE IS AN UMBRELLA TERM FOR CURRENT TRENDS AND MEANS.- WELL KNOWN STRATEGY TOOLKITS.- HOW THE TOOLKIT WAS CREATED.- A FINE CONCLUSION TO THE TOOLKIT.

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Author Information

Markku Vierula, Executive MBA, is an author, consultant, lecturer, creative leader, entrepreneur, and board professional. He has had a successful career as a copywriter, creative director, member of management teams and boards of directors, founder, and owner of leading marketing agencies in Finland and around the world. Vierula’s work has won numerous awards in both Finnish and international competitions. His long career in marketing agencies has given him the opportunity to gain a broad and comprehensive understanding of a wide range of industries, companies, professions, and cultures. Vierula is also the author of a marketing, sales, and communication integration book titled Suuri integraatiokirja – markkinointi, myynti ja viestintä (2014), which is used as a textbook for university courses.

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