Section I - The Challenges of Entrepreneurship
Thus, the first step a firm must take in formulating its differentiation strategy is to define what its competition is. Let us take the case of Mercedes which has often been cited as an example of a company pursuing a differentiation strategy (Porter, 1980: 37; Barney, 1997: 220; Dickson & Ginter, 1987; Schnaars, 1991: 142-151). ................
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