Abstract
As firms compete in a global environment, the need for integrating functions in organizations is being felt more than ever. Firms are realizing that to sustain long-term competitive advantages, business strategies have to be linked to functional strategies. ‘Time’ provides this missing link. Recent research supports the use of time-based competition strategy in defining corporate objectives, outlining strategic programmes and measuring productivity and performance in ‘time’ units rather than money. A time-based model of strategies is described. Time is used in conjuction with other strategies to offer a strategic mix which best suits various market segments of a company's product portfolio. In this way, companies may create a prolonged record of success and be highly focused to market needs.
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