Article

A heterogeneous competitive strategy: implementation and implications

This article bridges the literature on generic competitive strategy and strategyimplementation by (1) introducing a flexible multidimensional approach to a winning strategyand (2) developing a framework for implementing the strategy. This articleexplainswhy the competitive strategy centering on three dimensions, low cost, differentiation, andspeed, is more appropriate than choosing one or more single-focus strategies in the intensely competitive global business environment today. For most firms in many industries, a flexible multidimensional strategy is necessary to gain and sustain competitive advantages over time. This article specifically proposes six basic methods of executing this strategy to achieve efficiency, effectiveness, and rapid response time simultaneously.

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