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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).

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And next proposes how marketing can coordinate its activities in the marketplace to:

1. Start developing one or more of these competitive advantages, and
2. Prolong the duration of the advantage(s) secured.

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.