Everything has become much cheaper to produce do to outsourcing, and speed to market have been greatly increased do to technology. This have lead to an influx of products and services; an influx of choice.
Where can companies find a competitive advantage in today’s market situation? A number of strategies have had their day in the sun, but as they get bench-marked one by one differentiation becomes increasingly difficult.
As Apple surpasses oil group Exxon to become the world's most valuable company by market capitalisation, one has to ask the question; how did they manage to build such a strong and effective brand?
