What Do Apple and Singapore Airlines Have in Common? Quantum StrategyLoizos Heracleous
For over three decades, Michael Porter’s seminal work on corporate strategy has dominated management thinking, dictating that companies make clear choices among generic strategies: cost leadership vs. differentiation, or broad appeal vs. niche market. To align resources, organizations then design, staff, and create policies to support their chosen strategy. The idea that a company could achieve differentiation through innovation, service excellence, or other value-adding features, as well as cost leadership (compared with the company’s peer group), has been alien to this thinking.
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