ASSESSING ADVANTAGE - A FRAMEWORK FOR DIAGNOSING COMPETITIVE SUPERIORITY
Strategy is about seeking new edges in a market while slowing the erosion of present advantages. Ef- fective strategy moves are grounded in valid and insightful monitoring of the current competitive position coupled with evidence that reveals the skills and resources affording the most leverage on future cost and differentiation advantages. Too often the available measures and methods do not satisfy these re- quirements. Only a limited set of measures may be used, depending on whether the business starts with the market and uses a customer-focused approach or alternatively adopts a competitor-centered per- spective. To overcome possible myopia, the evidence of advantage should illuminate the sources of ad- vantage as well as the manifestations of superior customer value and cost superiority, and should be based on a balance of customer and competitor perspectives.