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Crafting a sound competitive strategy is fundamental to running a business. This statement is simple to write but a complex undertaking in practice. Competitive strategy is the mechanism used by organizations to create value for customers and gain an advantage over competitors. The organization gains a competitive advantage through activities that encompass designing, producing, marketing and supporting products2etc. The business strategies organize these activities to create a synergistic effect that maximize value for customers. “The essence of strategy is choosing to perform activities differently than rivals do” M. Porter1 The crux of the problem are the assumptions entrenched in the process used to gain a competitive advantage in a crowded marketplace.  Recycling assumptions known to have worked in the past  Customer feedback, industry research, managements’ intuition and experience Organizations need a system to test, abandoned or change assumptions. The inherent unpredictability of the business landscape requires a fresh look at the needs of customers and competitors. Blindi...

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