This is part three of a four-part series on creating a competitive advantage. In part one of this series, I introduced the following topics: (1) the definition of a sustainable competitive advantage, (2) the building blocks of competitive advantage, and (3) the value chain activities – both primary and secondary — that support these building blocks. In part two of the series, I introduced and discussed in detail two value chain activities: Research and Development and Manufacturing and Production. Part three will examine two more value chain activities in detail and illustrates how each can be used to develop a competitive advantage. The value chain activities discussed are Marketing and Sales and Customer Service.
READ THE FULL ARTICLE BY DR. STOWE SHOEMAKER IN THE 2024 FALL EDITION OF GAMING & LEISURE MAGAZINE.