CMN 4105 Lecture Notes - Lecture 4: Cost Leadership, Competitive Advantage, Bargaining Power

• School: University of Ottawa
• Department: Communication
• Course: CMN 4105
• Professor: Denis Bachand

Document Summary

A business-level strategy is an integrated and coordinated set of commitments and acions the irm uses to gain a compeiive advantage by exploiing core competencies in speciic product markets. Business-level strategy indicates the choices the irm has made about how it intends to compete in individual product markets. Every irm must form and use a business-level strategy. However, every irm may not use all the strategies- corporate-level merger and acquisiion, internaional, and cooperaive. Thus business-level strategy is the core strategy the strategy that the irm forms to describe how it intends to compete in a product market. In terms of customers, when selecing a business-level strategy the irm determines (1) who will be served, (2) what needs those target customers have that it will saisfy, and (3) how those needs will be saisied. A key reason irms must saisfy customers with their business-level strategy is that returns earned from relaionships with customers are the lifeblood of all organizaions.