Chapter One. A New Source of Competitive Advantage
“If you don’t have a competitive advantage, don’t compete.” | ||
| --JACK WELCH | ||
As the world’s economy globalizes and competitors proliferate, competitive advantage—a compelling reason to do business with an organization—has become increasingly important. In his 2005 book The World Is Flat, columnist Thomas Friedman discusses how technology and the Internet are “leveling the playing field” for business. Friedman reports that today, professionals in underdeveloped countries such as India, China, and the nations of Eastern Europe are increasingly able to compete in developed countries for business opportunities once considered local.
A few years ago, designing a company logo was a task assigned to the ...
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