Better Results

  • Jochen Wirtz
  • Valarie Zeithaml
  • B. Ramaseshan
  • Nils Herzberg
  • Benjamin Brudler
Chapter

Zusammenfassung

Strategy research widely holds that it is extremely difficult to combine the purportedly incompatible strategies of differentiation (through service excellence and continuous innovation) and cost leadership (Heracleous & Wirtz, 2010). Strategy experts such as Michael Porter argue that it is not possible to do so for a sustained period because dual strategies entail contradictory investments and organizational processes.

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Copyright information

© Springer Fachmedien Wiesbaden 2015

Authors and Affiliations

  • Jochen Wirtz
    • 1
  • Valarie Zeithaml
    • 1
  • B. Ramaseshan
    • 1
  • Nils Herzberg
    • 1
  • Benjamin Brudler
    • 1
  1. 1.NUS Business SchoolNational University of SingaporeSingapurSingapur

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