As we have seen, the purpose of strategic planning is to construct or maintain success potentials. Accordingly, the development of strategies means the definition of possible success potentials and the evaluation of these in terms of their importance for success. Following our classification in section 1.3 above, we distinguish three types of success potential:
existing or targeted competitive positions in specific markets
existing or targeted competitive advantages in the market offer
existing or targeted competitive advantages in resources
KeywordsEurope Marketing Defend
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