In connection with the lean enterprise (Japanese innovation), the nature of competition has changed. Competitive advantage is almost impossible to maintain, instead of avoiding competition by creating a sustainable competitive advantage, companies now have to confront competition if they are to remain profitable. The author describes the strategy of confrontation and three product-related characteristics (cost price, quality and functionality), which are critical to this strategy. Companies that take a confrontation strategy is to develop integrated quality, functionality, and cost management. "Hide
by Robin Cooper, 15 pages. Publication Date: October 14, 1994. Prod. #: 195105-PDF-ENG
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