A S L 3 Lecture Notes - Lecture 20: Experience Curve Effects, Niche Market, Cost Leadership

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6. 1 business-level strategy: how to compete for advantage. Business-level strategy are the goal directed actions managers take in their quest for competitive advantage when competing in a single product market. Strategic trade-offs are choices between a cost or value position. Such choices are necessary because higher value tends to require higher cost. A business strategy is more likely to lead to a competitive advantage if it allows firms to either perform similar activities differently or offering similar products or services at lower cost. Cost-leadership strategy is a generic strategy that seeks to create the same or similar value for customers by delivering products or services at a lower cost than competitors, enabling the firm to offer lower prices to its customers. These strategies are called generic, because they can be used by any organization. Scope of competition the size narrow or broad of the market in which a firm chooses to compete.

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