Rapid commoditisation of products and markets are eroding margins. Global competition is threatening the very existence of the complacent and unwary. Without strategies to create and sustain competitiveness, businesses will not survive.

Firms need to look beyond cost reduction, quality improvement, and customer service. They must focus on creating compelling customer value. It is possible only through relentless focus on target customer segments, and value creating processes.

In order to ensure the company captures a fair share of the value they create, managers need to see the game from the perspective of outsiders: customers, competitors, suppliers including employees, and society at large. The capacity to think strategically is at the heart of creating successful strategy.