1
Competition
It happens at the front line, not at the head office.
In the popular narrative, business competition takes place between companies: Boeing vs. Airbus; General Motors vs. Toyota vs. Volkswagen; Microsoft vs. Amazon vs. Google; Procter & Gamble vs. L’Oréal vs. Unilever vs. Johnson & Johnson; or Coca-Cola vs. PepsiCo. It’s tempting to think of these great companies as colonizing nations engaged in a world war, fighting for territory and position in multiple theaters of combat, and it’s quite likely that many CEOs agree, to judge from the emphasis in the press on a company’s market share.
But it’s not corporations that compete—it’s the products and services they provide. Customers of narrow-body commercial jets think that the B737 ...
Get A New Way to Think now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
