In Chapter 5 we saw that adding value through differentiation can be a powerful means of achieving a defensible advantage in the market place. The extent to which this can happen is maximized if value is added throughout the succession of supply relationships, or value chain. This is evident in the fact that logistics and wider supply chain issues have become key sources of competitive advantage. Increasingly, it is supply chains that are competing rather than individual organizations.
KeywordsMarketing Coherence Expense Smoke Myopia
Unable to display preview. Download preview PDF.
- Levitt, T. (1960) ‘Marketing Myopia’, Harvard Business Review. July–August, pp. 45–60.Google Scholar
- Christopher, M., Payne, A. and Ballantyne, D. (1991) Relationship Marketing, Butterworth-Heinemann, Oxford.Google Scholar
- McDonald, M. (2001) On the right track. Marketing Business (June).Google Scholar