Creating_Sustainable_Competitive_Advantage_Wk1

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Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4th Edition, © Pearson Education Limited 2008

Bradford Business School

Marketing Management 2Creating sustainable competitive advantage

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Lecturer Zom Musiyiwa

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Figure 11.1 Advantage-creating resources

Direct Value Creation e.g. superior technology, better service, brand differentiation, ready availability

Indirect Value Creation e.g. effective cost control systems

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Figure 11.2 Resource imitability ladderSource: Adapted from Collis and Montgomery (1997)

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Figure 11.3 Generic routes to competitive advantage creation

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Figure 11.5 Uniqueness drivers

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Figure 11.6 Levels of product/service offering

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Figure 11.7 Product/service differentiation

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Figure 11.8 Alternative emphases for differentiation

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Figure 11.9 Market challenger strategies

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Figure 11.10 Frontal attack

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Figure 11.11 Flanking attack

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Figure 11.12 Encirclement attack

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Figure 11.13 Bypass strategy

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Figure 11.14 Guerrilla tactics

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Figure 11.15 Defensive strategies

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Figure 11.16 Position defence

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Figure 11.17 Flanking defence

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Figure 11.18 Pre-emptive strike

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Figure 11.19 Mobile defence

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Figure 11.20 Contraction (focus) defence

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Figure 11.21 Niche strategies

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Figure 11.22 Harvesting strategies

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Figure 11.23 Divestment strategies

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Bibliography

• Hooley,G., Piercy N.F. & Nicoulaud,B (2008) Marketing Strategy and Competitive Positioning 4th Ed, Prentice Hall

• Johnson, Scholes & Whittington (2008) Exploring Corporate Startegy, 8th Ed, Prentice Hall

• Wilson,R.M.S & Gilligan. C (2008), Strategic Marketing Management Planningg, Implementation &Control, 3rd Ed, Elsevier

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