Establish the Basics and Choose a Position

In brief:

In this chapter we deal with the first of the four seasons of business. Where does the company want to operate? Choosing a geographical location is only one element in a firm's positioning. It must also decide where to position itself with regard to innovation, technology, product market and customer perception — a complex mixture. The factors companies need to take into account when positioning themselves have changed fundamentally over recent years. Location factors are dynamic in nature, not static. Companies need to be highly flexible and capable of redefining their position as and when necessary. We therefore take a detailed look at key aspects of finding a new positioning, such as corporate transformation and how it is financed.