Competitive Advantage in the Global Marketplace: A Focus on Marketing Strategy
Jagdish Sheth
A corporate planning director of a Fortune 500 multinational corporation observes that the process of strategic marketing is coming to be defined as the management of competitive advantageÐthat is, as a process of identifying, developing, and taking advantage of opportunities that result in a tangible business advantage. Consistent with this focus, marketing is facing new and increased challenges from a corporate culture focused on short-term profits while maintaining a sustainable competitive advantage in a volatile global marketplace.
