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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© 2015 Springer Fachmedien Wiesbaden
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Wirtz, J., Zeithaml, V., Ramaseshan, B., Herzberg, N., Brudler, B. (2015). Better Results. In: Bartsch, S., Blümelhuber, C. (eds) Always Ahead im Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-09030-2_8
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DOI: https://doi.org/10.1007/978-3-658-09030-2_8
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