Brands
have always been based on peculiar, even idiosyncratic
competencies and increasingly a futuristic view of competition
suggests that the basis of competitive advantage in the
future will be core competencies i.e. people-embodied
skill-sets that have been institutionalized (e.g. competence
in engines for Honda). Developing a core competence architecture
essentially helps us under-pin our positioning strategy
with tangible skill-sets and helps us take a more dynamic
view of positioning by asking the positioning questions
with the future in mind:
 |
How are
consumer needs likely to evolve? |
|
What do we know about
competitor intentions? |
|
What are our core competencies? |
This output will also obviously identify core competencies
and alliances that we may need to acquire in order to
compete successfully in the future.
|
|
|
|
|
