Creating Advantage

Christensen, Clayton
February 2006
Leadership Excellence;Feb2006, Vol. 23 Issue 2, p17
This article offers a leader's guide to endorsing new brands or services. It discusses the status of endorser brand in the market, elaborates market disruption by innovations and offers step-by-step instructions for achieving competitive advantage.


Related Articles

  • LEADING THE WAY. Minter, Steve // Industry Week/IW;Apr2011, Vol. 260 Issue 4, p22 

    The article discusses findings of a survey conducted by the U.S.-based Council of Competitiveness which ranks nations on their manufacturing competitiveness. It reveals the prediction of manufacturing executives that the U.S. will be ranked on the fifth place by 2015. It stresses the belief of...

  • The Role of Leadership in Knowledge Organizations: Advanced Methods in the Management of Technology and Innovation. Ionica, Oncioiu // Ovidius University Annals, Series Economic Sciences;2012, Vol. 12 Issue 1, p1067 

    Leaders play a central role in the process of managing organizational knowledge. Leaders provide vision, motivation, systems and structures at all levels of the organization that facilitate the conversion of knowledge into competitive advantages. Examining the role of leadership in converting...

  • 10 steps simplify process of visual marketing strategy. Selame, Elinor // Marketing News;5/23/1988, Vol. 22 Issue 11, p12 

    The article focuses on the steps in simplifying a visual marketing strategy. It cites the benefits of developing a brand personality with an easy, quickly understood consumer benefit. The strategy should be welcoming, interesting and visually stimulating. It states the disadvantages of following...

  • LAUNCHING EFFORTS NEEDED FOR A HIGH-TECH PRODUCT. DOVLEAC, Lavinia // Management & Marketing Journal;2011, Vol. 9 Issue 1, p149 

    This paper aims the difficult problem of creating new product concepts in the area of high-technology and innovation. Because of scientific discoveries and impressive development of technology, many companies compete for market supremacy on the technological innovations market. In a global...

  • Marketing, Management, and Competitive Strategy in the Cultural Industries. Finn, Adam; McFadyen, Stuart; Hoskins, Cohn // Canadian Journal of Communication;Summer/Autumn1994, Vol. 19 Issue 3/4, p523 

    The article discusses the business aspect of successfully competing organizations in the cultural industries in Canada. It focuses on strategies in marketing and distribution, new product development, industrial management, and global competitive advantages. It suggests that cultural industries...

  • STRATEGIC BRAND ORIENTATION AND ITS ANTECEDENTS. Harrison-Walker, L. Jean // Academy of Marketing Studies Journal;2014, Vol. 18 Issue 2, p49 

    A brand orientation is a strategic platform whereby the processes of an organization revolve around the creation, development and protection of brand identity with the aim of achieving long term competitive advantages (Urde, 1999). Despite the potentially critical role of a brand orientation in...

  • The next big thing. Davaney, Polly // Brand Strategy;Jul/Aug2007, Issue 214, p14 

    The article discusses how companies can use key influencers and maintain innovation as trendspotting has become big business for brands. Instead of employing the usual market research methods, trendspotting companies depend on a network of opinion formers and key influencers all over the world...

  • POINT OF DIFFERENCE. King, Agnes // BRW;9/16/2010, Vol. 32 Issue 36, p28 

    The article shows how businesses can achieve competitive advantage through proper brand positioning. It discusses the difficulty of establishing a unique selling point because of the many products that have saturated the market. It cites selected companies that have successfully implemented...

  • No logo, no future. Gilmore, Fiona; Rumens, Rebecca // Brand Strategy;Oct2005, Issue 196, p38 

    Considers the product branding strategies that should be adopted by African producers to help in raising the revenue of the region. Importance of entrepreneurship in improving the economic status of the area; Ways by which the region can create a sustainable competitive advantage over its...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics