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Rita McGrath and Roger L. Martin on the Nature of Competitive Advantage

Thinkers & Ideas

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Competitive Advantage

Cloris Leachman: The idea of competitive advantage is not so helpful. He says it posits a fixed sum of resources that you are competing with other organisms, companies or whatever. What we're really after is productive and value-creating engagements between companies and their customers - he says. But the easiest mistake to make in strategy is to do something that's 'cool' as opposed to doing something unique,' he adds.

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