Specifying business strategies at the level of the offer

Abstract

It is important to be clear about the difference between the generic strategy for a business and the concrete strategy that is required for strategic management. The chosen generic business strategy determines the overall strategic direction of a business, but in order to be successful in competition, a business requires a detailed and specific understanding of its target competitive advantages, both at the level of the offer (success potentials II A) and at the level of resources (success potentials II B). This is especially important for drawing up the implementation programs which are required (see Chapter 18) to ensure that the planned strategy is effectively implemented.