– all business is based on solving a customer’s problem such that a customer’s WTP exceeds a company’s cost
– competitive strategy is the set of choices a company makes to win, winning means solving the custoemrs problem adn remaining relevant
– the approach to solving a customer’s problem means creating meaningful differences or by providing a low price solution
– global strategy is the set of choices that a company is obliged to make resulting from having to reconcile their competitive strategy with the differences in other countries
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