Competitive Advantage: Embracing Customer Orientation

Graham Hill Speaker 1 outlines two competing approaches for companies.

The first involves reviewing products, processes, customer service, and outcomes, making cosmetic changes, often in response to legislation.

The alternative approach emphasizes gaining a competitive edge by becoming more market and customer-oriented, focusing on bridging the gap between internal capabilities and external competition.

He suggests that the latter approach offers the opportunity for businesses to excel and gain a competitive advantage over their rivals.

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