Join Anil Gupta for an in-depth discussion in this video Relationship advantage, part of Competitive Strategy.
- For over 20 years, Microsoft has had an almost…dominant market share in office productivity software.…Part of the reason is that it's good…software and people like it.…However, it's hard to imagine that other companies,…for example, Google, Apple, lack the capability or the…capital needed to develop as good or even better software.…So why has Microsoft continued to maintain…its massive competitive advantage?…A major part of the explanation lies in the fact that…customers' relationship with Microsoft has become sticky.…
Customers have learned how to use this software…and are unwilling to invest the time and effort needed…by competing applications.…They face high switching costs.…They also know that their family, friends and colleagues…are all likely to be users of Microsoft Office.…Thus, they feel confident that by using Office,…they can share documents without any problems.…In short, Office enjoys significant competitive advantage…based on high switching costs.…
Coke and Pepsi illustrate a different…type of competitive advantage.…
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Skill Level Appropriate for all
Q: This course was updated on 08/19/2015. What changed?
A: Due to member demand, we've added three movies to take you even further into competitive strategy: Competing through disruption, Managing complementors, and Understanding industry dynamics