02773nam a22004695i 4500001001800000003000900018005001700027007001500044008004100059020001800100024003500118050001700153050001100170072001700181072002300198072001600221100007800237245013600315250001800451264006900469300003600538336002600574337002600600338003600626347002400662505081100686520037501497650002401872650002701896650002401923650001601947650002401963650005001987650003802037650001402075710003402089773002602123776003602149776003602185776003602221856004602257978-3-031-71663-8DE-He21320260319152502.0cr nn 008mamaa240929s2024    sz |    s    |||| 0|eng d  a97830317166387 a10.1007/978-3-031-71663-82doi 4aHF5415.2-.34 4aHD38.7 7aKJSM2bicssc 7aBUS0430602bisacsh 7aKJSM2thema1 aVierula, Markku.eauthor.4aut4http://id.loc.gov/vocabulary/relators/aut10aFind Your Market-Oriented Competitive Advantageh[electronic resource] :bA Toolkit for Strategy and Branding /cby Markku Vierula.  a1st ed. 2024. 1aCham :bSpringer Nature Switzerland :bImprint: Springer,c2024.  aXXIII, 145 p.bonline resource.  atextbtxt2rdacontent  acomputerbc2rdamedia  aonline resourcebcr2rdacarrier  atext filebPDF2rda0 aPART I TOWARDS A COMPETITIVE EDGE -- HOPES AND CASTLES IN THE AIR -- LET’S JUST MAKE THE CHANGE IF ONLY WE KNEW HOW -- TOWARDS THE BASICS OF THE COMPETITIVE EDGE TOOLKIT -- PART II FIND YOUR MARKET ORIENTED COMPETITIVE ADVANTAGE -- WHAT IS A COMPETITIVE ADVANTAGE -- SET OF TOOLKITS -- FINDING A COMPETITIVE ADVANTAGE IN THE COMPANY’S RESOURCES -- CONCRETE BUSINESS EXAMPLES -- COMPETITIVE ADVANTAGE PUT INTO PRACTICE -- COMPETITIVE ADVANTAGE AS A DRIVER FOR ORGANISATIONAL DEVELOPMENT -- A BRAND IS A JOINT CREATION BY THE CUSTOMER AND THE COMPANY -- COMMUNICATION -- PART III FOOD FOR THOUGHT -- INNOVATION REQUIRES CREATIVITY -- COMPETITIVE ADVANTAGE IS AN UMBRELLA TERM FOR CURRENT TRENDS AND MEANS -- WELL KNOWN STRATEGY TOOLKITS -- HOW THE TOOLKIT WAS CREATED -- A FINE CONCLUSION TO THE TOOLKIT.  aCompetitive advantage is the core of a winning strategy. Still, only a few companies have a competitive advantage. This book helps a business create a competitive advantage. It replaces product- and production-oriented thinking with a market-oriented way of thinking. Competitive advantages are created only by thinking in new way. By thinking what has not been thought. 0aMarketing research. 0aBusiness intelligence. 0aStrategic planning. 0aLeadership. 0abrandingxmarketing14aMarket Research and Competitive Intelligence.24aBusiness Strategy and Leadership.24aBranding.2 aSpringerLink (Online service)0 tSpringer Nature eBook08iPrinted edition:z978303171662108iPrinted edition:z978303171664508iPrinted edition:z978303171665240uhttps://doi.org/10.1007/978-3-031-71663-8