Generic strategy      Key strategy elements          Resource & organizational


COST            Scale-efficient plants.         Access to capital. Process

LEADERSHIP             Design for manufacture.        engineering skills. Frequent

            Control of overheads &          reports. Tight cost control.

            R&D. Avoidance of                Specialization of jobs and

            marginal customer                 functions. Incentives for

            accounts.         quantitative targets.


DIFFERENTIATION      Emphasis on branding          Marketing. Product

            and brand advertising,           engineering. Creativity.

            design, service, and              Product R&D

            quality.  Qualitative measurement           and incentives. Strong   cross-functional           coordination.

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