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Video Links for Chapter 10: Differentiation Advantage
Finding Your Target Market
http://www.e-clips.cornell.edu/clip.do?id=6842&tab=TabClipPage
Supporting narrative: Norb Mayrhofer discusses identifying and targeting customers. Identifying these ‘prime prospects’ is the starting point for differentiating your offering in order to attract business.Mighty Leaf Teas
http://video.forbes.com/fvn/classics/cw_classics010709
Supporting narrative: Gary Shinner, founder of Mighty Leaf, discusses his company’s foundation and its strategy for developing sales of its gourmet teas.Q) What are the main elements of Might Leaf’s strategy? What are the principal dimensions along which Mighty Leaf has sought to differentiate its offerings? What are its prospects of establishing a sustainable competitive advantage?
The Competitive Advantage of Iberia Tiles
http://www.e-clips.cornell.edu/clip.do?id=1334&tab=TabClipPage
Supporting narrative: Rosa Sugranes discusses the intense competition in the market for ceramic tiles and the basis of Iberia Tiles’ competitive advantage.Q) What differentiates Iberian Tiles from its many competitors? How are these different factors combined?