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.

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.