Largely influenced by Greenwald’s ESB class at CBS.
Competitive Advantages (CA) are really just the barriers to entry (B-to-E).
If there are no CAs then you are better off just focusing on efficiency and cost — and these are not easy to do at all!
Sources of Competitive Advantages:
- Demand: Customer Captivity
- Switching costs (habits, inertia)
- Network effects
- Search costs
- Supply: Economies of Scale (in production, marketing, sales force, advertising, distribution, planning, market research, support, R&D, Learning curve)
- Supply: Proprietary Technology
- Misc: Government Regulation
Note that running efficient operations is not a CA, since first, this can be easily replicated by others and second, CAs are usually outward looking (related to customers, competitors, etc.)
Myth: Differentiation is a sustainable CA.
Reality: Differentiation alone does not help in creating a sustainable CA at all. Think of the luxury car market!
B-to-E are easier to maintain in local markets (product or geography). Large & global markets are very tough to dominate (Death by thousand cuts more likely).
Myth: Proprietary technology provides sustainable CA
Reality: Easily copied over time by the competitors. Besides, technology is also a moving target, unlikely to be dominated by the same company.
Economies of scale in markets of restricted size + Some (even trivial) customer captivity => Sustainable CA.
Why small local markets:
- Economies of scale don’t grow commensurately with size after a certain point — large market size can in fact help a new entrant capture enough of the market to achieve economies of scale.
- Many sources of economies of scale (such as Fixed costs) are only advantageous within a restricted region or product space (fixed costs don’t remain fixed as size increases) — diseconomies of scale and coordination kick in!
Learn to avoid competition with an entrenched local competitor, especially when you have no CA!
Local market focus and strategies should also improve the chances of cooperation across the market & product boundaries and avoid costly price wars.