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· Strategy: the creation of a unique and valuable position, involving a different set of activities (Porter, 1996).

· Position

· Sustainability - “Fit” of activities

· “Fit” – internally consistent activities

· What not to be, and what not to be

· tradeoffs

· Dual advantage (strategy)

· Relatively low cost products with valued differentiated features.

· Use primary and support activities to produce differentiated products at relatively low costs.

Risks

Lack sufficient low cost

Lack differentiation.

· Dual advantage (strategy)

· Relatively low cost products with valued differentiated features.

· Use primary and support activities to produce differentiated products at relatively low costs.