Abstract
The basic issue of the strategic management process is to determine how firms achieve and sustain competitive advantage. In this sense, this paper aims to analyze the links between a firm's competitive positioning and the inter-organizational ties created with its customers as a way to achieve sustainable competitive advantage. The focus of the study is to describe the competitive process according to the Delta Model developed by Hax and Wilde II, which proposes three strategic positioning options. The study describes the process of competitive positioning through inter-organizational ties and customer bonding under a strategic marketing perspective. From a methodological point of view, a literature review was done focusing on two theoretical subjects: competitive positioning and strategic marketing. Finally the results of an empiric research on a public relations company are presented. The study's contribution is providing empirical support for the Delta Model.
Highlights
This paper aims to analyze the links between a firm’s competitive positioning and the inter-organizational ties created with its customers as a way to achieve sustainable competitive advantage
The revolution triggered by information and communication technologies (ICT) has had a significant impact on the economy, both at global and national levels, on the role of governments and on the way people live and work (BROUSSEAU; CURRIEN, 2007; ELSTER, 2007; FRANSMAN, 2007; NEWMAN; BARABASI; WATTS, 2006; RUST; LEMON; ZEITHAML, 2004; URBAN, 2004; BARABASI, 2003; KOBRIN, 2003; PEREZ, 2002; GOLDBERG, 2001; HODGES; GRAYSON, 2001; DE MASI, 1998; HANSON, 1999; BELL, 1973)
The strategic option chosen by CDN Interactive (CDNi) was the “total customer solution”, a strategic position based upon creating a strong customer bonding
Summary
The revolution triggered by information and communication technologies (ICT) has had a significant impact on the economy, both at global and national levels, on the role of governments and on the way people live and work (BROUSSEAU; CURRIEN, 2007; ELSTER, 2007; FRANSMAN, 2007; NEWMAN; BARABASI; WATTS, 2006; RUST; LEMON; ZEITHAML, 2004; URBAN, 2004; BARABASI, 2003; KOBRIN, 2003; PEREZ, 2002; GOLDBERG, 2001; HODGES; GRAYSON, 2001; DE MASI, 1998; HANSON, 1999; BELL, 1973). HARDT; SULL, 2001; HAX; WILDE II, 2001; MINTZBERG; AHLSTRAND; LAMPEL, 2000; BROWN; EISENHARDT, 1998; TEECE; PISANO; SHUEN, 1997; HAX; MAJLUF, 1991) In this sense, this paper aims to analyze the links between a firm’s competitive positioning and the inter-organizational ties created with its customers as a way to achieve sustainable competitive advantage. Based on the Delta Model, the case presented explores the inter-organizational networks issue (KOBRIN, 2008; BENKLER, 2006; HARRISON, 2005; GUMMESSON, 2005; NOTEBOOM, 2003; PEREZ, 2002; CASTELLS, 1999; GRANDORI, 1999; GRANOVETTER, 1973), and analyzes the process of competitive positioning through inter-organizational ties and customer bonding. The case study analyzes a company (CDN Interactive) providing a specific digital communications solution (Relationship Website) to one of its main customers, supported by customer bonding and inter-organizational ties among both companies
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