Assessment of strategies

  • Rudolf Grünig
  • Richard Kühn

Abstract

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

Keywords

Europe Marketing Defend 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Springer-Verlag Berlin Heidelberg 2002

Authors and Affiliations

  • Rudolf Grünig
    • 1
  • Richard Kühn
    • 2
  1. 1.University of FribourgFribourgSwitzerland
  2. 2.Institute of Marketing and ManagementUniversity of BernBernSwitzerland

Personalised recommendations