Strategy Trends 2009

Executives acknowledge the importance of having a competitive advantage, other than cost competition. Controlling costs is considered a strategic issue by many managers, but only a few of them consider distinguishing themselves by becoming a cost leader.  Most managers indicate that their companies are moving towards a focus strategy. A majority of companies is striving to distinguish themselves by producing the best product out there. A risky strategy, according to Michael Porter, because this means they still deliver the same product as the competition and are seriously at risk of getting caught in a commodity trap.

The good news is that the search for new business models seems to have started for real now. This quest might provide Dutch companies with the options to start making real choices again. In this report you will find a summary of the insights of almost sixty executives from major Dutch companies.

It illustrates:

• how they are trying to distinguish themselves and obtain competitive advantage,

• what they regard as their most important strategic issues, and

• what they find most challenging in crafting a profitable strategy.

We at Berenschot support and encourage executives to make real choices in securing a sustainable competitive advantage. What will you choose?

Strategy Trends 2009, Paul Pietersma, Hendrik Jan Kaal, Onno Ponfoort, Marijke ten Have, Mirjam Penders. Utrecht, July 2009

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