This website considers how a business can develop a competitive advantage in serving customers over rivals.
It does this by first exploring the 6 types of competitive advantage that grow a company’s value, as identified by several leading US investors based on thousands of businesses (see Sources of Advantage).
And next proposes how marketing can coordinate its activities in the marketplace to:
It’s a different approach; connecting investor findings with the consumer market. But the result should be marketing that gains a high market share in a customer need segment, along with growth in the value of the company.