Competing With Ordinary Resources

One classic approach to strategy revolves around gaining competitive advantage through valuable, scarce and distinctive resources — such as a strong brand or innovative technology. But there’s also a case to be made for building your company’s strategy around the innovative use of quite ordinary resources.

Frédéric Fréry, Xavier Lecocq and Vanessa Warnier


In July 2007, TomTom, a European personal navigation device manufacturer based in Amsterdam, launched a takeover bid for Tele Atlas, a Dutch provider of cartographic data. The initial offering was 21.25 euros per share, which represented a premium over the stock price at the time, and the supervisory and management boards of Tele Atlas announced ...

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