generic competitive strategies
Definition:
Phrase coined by Michael Porter (Competitive Strategy, 1980) to describe three broad strategic approaches which offer the potential of success, namely: (a) overall cost leadership; (b) differentiation; (c) focus. These approaches correspond closely to undifferentiated, differentiated and concentrated marketing strategies respectively.
Cross-References:
[concentrated marketing strategy]
[differentiated marketing strategy]
[undifferentiated marketing strategy]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker],.