Strategies for Creating a Sustainable Competitive Advantage

Three core strategies are integral to designing a value proposition that makes an offering stand out from the competition. These are to differentiate on an existing attribute, introduce a new attribute, and build a strong brand.27

The home page of the Geico website featuring an advertisement on saving money.

Geico has successfully drowned out the voices of its competitors and become the fastest-growing U.S. auto insurance company with ongoing multimillion-dollar TV ad campaigns that feature a gecko with a cockney accent spouting money-saving advice.

Source: NetPhotos/Alamy Stock Photo

Differentiate on an Existing Attribute

This is the quintessential strategy ...

Get Marketing Management, 16th Edition 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.

Start your free trial