1. Sustainable competitive advantage
Can we in spite of all the changes in the industry continue to have the upper
hand? It comes down to employing the right strategy to keep the competitive advantage.
Leadership is what? Overall financial success? Innovations?
Newbalance- not industry leader, but found tremendous success
What are the risks of being a leader?
-competitors stealing ideas
Porter Examples: Relaxed, simple, easy, hassle-free, treated with respect. Air Canada
has to be aware of this, and be able to respond to this. The world might change, because of 9-
11 which was a single event on one day, the whole world changed and the travel industry. Our
sustainability is not a given and has to be constantly reviewed. “rouge”
Mr. Clean: theyre changing the definition of what leadership is in that particular
Zellers purchased towers and k-mart. Walmart purchased Woolco, Simpsons acquired by the
Bay. New entrants (target, Nordstrom, saks). Why are U.S. retailers so interested in the
Canadian marketplace? There is demand from online shopping. And the US retail space is
saturated and there is very little room to grow.
Roots: the connection with their customer audience was taken for granted, and didn’t evolve in
the way the customers did .
Can a brand maintain its position indefinitely? Is the whole idea of a sustainable competitive
advantage an oxymoron? Is this impossible?
-delivering more for less is the classic threat. (we’ll give a little bit better service, and
charge a little bit less) Not sustai