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Tilt: Shifting Your Strategy from Products to Customers by Niraj Dawar

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10. Understanding Why Downstream Competitive Advantage Is Sustainable

Before you tilt your business and invest in your downstream activities and innovation, you want to know that any advantage you capture there is sustainable. In this chapter, I will try to address that question, as well as another: what makes downstream competitive advantage more sustainable than your classic garden-variety upstream competitive advantage? So far, we’ve had glimpses of the sustainability of the downstream strategies that companies adopt. We saw how competitors are unable to respond because they have not built up a big picture and how difficult it is to secure the data to build a big picture if you’re a later entrant. We saw how brands build lasting associations ...

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