February 2015
Intermediate to advanced
416 pages
11h 16m
English
Content preview from Key Account Management, 6th Edition
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Porter and competitive advantage
Chapter 15 introduced us to Michael Porter’s ‘five forces’, a means of assessing the range of external factors that impact on a business, affecting its competitive position and its profitability. Here we will consider the responses that Porter suggests can be made to those forces, and consider how a supplier can assist their customer with those responses, in pursuit of strategic supplier status.
The choice may appear limited, but there is much scope for variation within each of the two principal strategies, both described as a potential source of competitive advantage:
- being the lowest-cost supplier;
- being a differentiated supplier.
Success is not necessarily the result of the choice ...
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