ISBM Pulse: Competition

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Gaining Competitive Advantage with Service-Dominant Logic

In this chapter, an introduction to service-dominant (S-D) logic is provided and used as a platform to explain how firms can use this logic to develop strategies that provide them competitive advantage. A brief review of the foundational premises of S-D logic and the expanded view of resources upon which S-D logic is grounded is provided. This is used to discuss how firms can develop strategies centered on developing value propositions that offer service flows rather than tangible goods. This strategy is enhanced by an understanding of the service ecosystem the firm operates within and how to sense and respond in this system. Finally the importance of conversation and dialogue with other members of the service ecosystem is discussed.

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Competitor Intelligence: Enabling B2B Marketing Strategy

n any B2B market space, strategy is not just about attracting, winning and retaining customers; it must also be about outwitting, outmaneuvering and outperforming current and potential rivals. This chapter defines and describes the domain, scope, and intent of competitor intelligence, and illustrates how and why intelligence, as an understanding of competitors’ current and potential strategies, is fundamental to designing and executing strategies that generate superior marketplace and financial returns. Next, it describes the state of the practice of competitor analysis, and offers a research agenda to advance knowledge about competitor intelligence.

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Learning in Coopetitive Relationships

Current literature provides a deep understanding of firms’ vertical relationships, but knowledge of horizontal relationships among firms that occupy similar positions along a supply chain is rather limited. The main purpose of this chapter is to explicate issues related to cooperation among competitors, or ‘coopetition’. This chapter provides a broad overview of the major facets of coopetition. It seeks to increase awareness of this important strategic option among managers who plan to develop inter-firm collaborative relationships and to provoke further discussion and investigation of this phenomenon among marketing scholars.