INDEX

A

Aaker, Jennifer, 142, 143

acquisitions for leveraging a business, 200

Acura, 147

Adidas, 26, 191

advantages

cost advantage, 9698, 114, 144, 147, 148, 231, 234, 239, 248, 288

innovator's advantage, 217219

overview, 113, 114

synergistic advantage, 120

See also leveraging the business; sustainable competitive advantage

advertising, 43, 49, 50, 69, 70, 219, 235239

aesthetic design, 140

affinity charts, 29, 30

affordability and perceived value, 147

Aflac, 193

aggregate impact, 28

aging and aged (elderly), 78, 81

airline industry, 26, 30, 32, 40, 50, 57, 63, 69

Ajax brand identity, 162

alliance partners, 120, 241244, 245

alternative value propositions (AVPs), 130149

appealing design, 134, 135

business strategy challenges, 131, 132

corporate social programs, 135137

cost advantage, 145149

experience curve, 146, 147

niche specialist, 137, 138

overview, 130133

superior attribute or benefit, 133, 134

superior quality, 138143, 147

systems solutions, 135

value positions, 143148

See also scale economies

Amazon

alliances creating synergy, 120

as benchmark standard, 100

early positioning, 156

failure to brand customer reviews, 183184

leveraged assets and competencies, 118, 119

niche marketing, 59

ordering process as value added component, 48

scale economy of, 147

scope of, 4, 5

as top service company, 140

value proposition of, 6, 156, 157

American Can Company, 255

American Express, 140, 161

Ampex video recorders, 218

analyses, common goal of, 91

analysis outputs

competitive ...

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