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Measurement of Competitive Advantages and Market Attractiveness for Strategic Controlling

Gleissner, W. ; Helm, R. ; Kreiter, S.


Knowledge about the existence or extension of competitive advantages and a comprehensive picture of a target market are important inputs for strategic planning and control. These two factors determine, among other things, the yield and risk of a strategic business unit. Higher market attractiveness and more competitive advantages result, ceteris paribus, in higher success. A valid measurement of ...


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