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Sustainable Competitive Advantage

[Abstract ]

This paper approaches the scientific micromarketing opportunity through initially posing the following questions that in all likelihood would present themselves to the C-level executive suite of a company considering the benefits, costs and other considerations involved in joining the scientific marketing revolution:

a. How will a demand management & revenue optimization strategy make our organization much better than it is today?

b. What differentiates one particular DMRO solution from all others and how can this help me gain an enduring performance advantage?

Do things better and do them differently: Sustainable competitive advantage

True sustainable competitive advantage – sought by many but achieved only by few – is more elusive than a technology-aided productivity bump over several quarters. Assuming that the technology is freely available to you and your competitors alike then how do you use it in a way to produce long-term advantage? It is not about efficiency – it is about doing things that your competitors do not do or in ways they cannot replicate. This requires technology, decision-making capabilities and sales & marketing techniques that are agile, adaptive and capable of evolving continuously with the evolution of the business and the ever-growing store of knowledge that customer-facing and merchandise-facing subject matter experts have within the organization.

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