It is a non-linear approach which align core competencies and inner strengths with enduring market opportunities to create truly sustainable competitive advantage. Strategic positioning, in our view, is about creating and maintaining a competitive advantage in a hyper-competitive environment that is constantly changing. It is the stuff of marketing and corporate policy textbooks from an age of a less-intense competitive environment: goals, objectives, actions, timelines, and performance measurements. Strategic planning is a linear process, typically with a lot of known variables or assumptions in place. We make an important distinction in our practice between traditional strategic planning and strategic positioning.
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