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Essay text:
It is also important that the organization has
a clear sense of its distinctiveness. For the leading strategy guru, Michael Porter
(1996), strategy is about achieving competitive advantage through being different
– delivering a unique value added to the customer, having a clear and enactable
view of how to position yourself uniquely in your industry, for example, in the
ways in which Southwest Airlines positions itself in the airline industry and IKEA
in furniture retailing, in the way that Marks & Spencer used to. To enact a
successful strategy requires that there is fit among a company’s activities, that they
complement each other, and that they deliver value to the firm and its customers...
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