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Competitive Advantage:
Is DQE the base of competitive advantage?
Prof. Spyros Lioukas, Dr Irini Voudouris
Athens University of Economics and Business
Objectives:
DQE
Learners will
DQE
What is Competitive
advantage?
DQE
What is Competitive
advantage?
DQE
Competitive
Competitive
advantage
advantage
uct
d
pro st
r
a
il
co
Sim wer
o
at l
Hig
he
for
rp
un
ric
iqu
e
ep
rod
uc
t
Cost
Costadvantage
advantage
Differentiation
Differentiationadvantage
advantage
DQE
Competitive strategies
by Porter
Types of competitive advantage
Low cost
Industry-wide
Market
Niche
Cost leadership
Focus with
low cost
Differentiation
Differentiation
Focus with
differentiation
DQE
Competitive strategies
extending Porter
Types of competitive advantage
Low cost
Industry-wide
Cost Leadership
Market
Differentiation
Differentiation
Hybrid Strategy
Niche
Focus with
low cost
Focus with
differentiation
Cost Leadership
Efficient scale
Standardization
Design for low
production cost
Control of overheads
and R&D
Avoid marginal
customers
Differentiation
Quality
Innovation
Design
Credibility
Brand name
Reputation
Environmental posture
Customer service
Integrated services
Towards the Sustainable Region /DQE / 2NOO27I
Project co-financed by the Structural Funds
DQE
Sustainable competitive
advantage
Unique
Difficult for competitors to imitate
Not easily substitutable
Towards the Sustainable Region /DQE / 2NOO27I
Project co-financed by the Structural Funds
DQE
10
DQE
11
DQE
J. Kay
DQE
Strategic
assets
12
Prerequisites
Quality
Low cost
Elements of differentiation
Quality
Low cost
Operational performance
Oper. performance
Delivery time
Delivery time
Creditability
Creditability
Product Service
Design
Marketing
Customer service
Customized product
Reputation
Innovative product
Product Service
Design
Marketing
Customer service
Customized product
Reputation
Innovative product
Towards the Sustainable Region /DQE / 2NOO27I
Project co-financed by the Structural Funds
13
DQE
14
DQE
References
15
DQE
References
16