Markides (1999)

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Markides (1999) - All the Right Moves

“A company that is not permanently striving to discover new positions in its field encourages the competition to do precisely that”.

A firm needs to create a “unique strategy position”, starting with re-evaluating its business, figuring out what customers really want with regards to their products, and then re-organising an environment which facilitates these things.

A company needs to look at:

• Core business
• Customers – a firm needs to consider who it is targeting and who it is not targeting, in order to not waste resources
• Activities and achieving objectives – a company needs to truly understand the workforce and help create a learning culture
• Values and capabilities – consider these for a lasting advantage
• Organisation – culture, structure, incentive systems and workforce all have to be shaped to create a functioning environment
• Strategy development – planning, trial and error

The main aim of the firm is to occupy a strategic position, do well in it, and then gradually shift into a better position, in order to keep ahead.