EXPLOITING YOUR COMPETITIVE EDGE

Abstract

Exploiting a company's competitive advantage is a subject all marketing managers wrestle with daily, both strategically and tactically. Hewlett‐Packard will be used as a case study here. It has a unique competitive advantage in the industry — a blend of expertise in both electronic measurement and computational technologies. More relevant here, HP is managing change and exploiting its competitive advantage in the process. Some of the things it has learned along the way are quite generic.

Citation

Alberding, D. (1987), "EXPLOITING YOUR COMPETITIVE EDGE", Journal of Business & Industrial Marketing, Vol. 2 No. 2, pp. 37-46. https://doi.org/10.1108/eb006025