A Toolkit for Strategy and Branding Vierula, Markku. creator author. aut http://id.loc.gov/vocabulary/relators/aut SpringerLink (Online service) text sz 2024 1st ed. 2024. monographic eng

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access XXIII, 145 p. online resource. Competitive 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. PART 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. by Markku Vierula. Marketing research Business intelligence Strategic planning Leadership branding marketing Market Research and Competitive Intelligence Business Strategy and Leadership Branding HF5415.2-.34 HD38.7 9783031716638 https://doi.org/10.1007/978-3-031-71663-8 https://doi.org/10.1007/978-3-031-71663-8 240929 20260319152502.0 978-3-031-71663-8