Slide 11.

Figure 11.1

Advantage-creating resources
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.2

Figure 11.2

Resource imitability ladder

Source: Adapted from Collis and Montgomery (1997).

Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.3

Figure 11.3

Generic routes to competitive advantage creation

Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.4

Figure 11.5

Uniqueness drivers
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.5

Figure 11.6

Levels of product/service offering

Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.6

Figure 11.7

Product/service differentiation
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.7

Figure 11.8

Alternative emphases for differentiation

Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.8

Figure 11.9

Market challenger strategies

Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.9

Figure 11.10

Frontal attack
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.10

Figure 11.11

Flanking attack
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.11

Figure 11.12

Encirclement attack
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.12

Figure 11.13

Bypass strategy
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.13

Figure 11.14

Guerrilla tactics
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.14

Figure 11.15

Defensive strategies
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.15

Figure 11.16

Position defence
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.16

Figure 11.17

Flanking defence
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.17

Figure 11.18

Pre-emptive strike
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.18

Figure 11.19

Mobile defence
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.19

Figure 11.20

Contraction (focus) defence

Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.20

Figure 11.21

Niche strategies
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.21

Figure 11.22

Harvesting strategies
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012

Slide 11.22

Figure 11.23

Divestment strategies
Graham Hooley and Brigitte Nicoulaud, Marketing Strategy and Competitive Positioning, 5th Edition Graham Hooley and Brigitte Nicoulaud 2012