| LO 1. | Gain an understanding of how each of the five generic competitive strategies go about building competitive advantage and delivering superior value to customers. |
| LO 2. | Recognize why some of the five generic strategies work better in certain kinds of industry and competitive conditions than in others. |
| LO 3. | Learn the major avenues for achieving a competitive advantage based on lower costs. |
| LO 4. | Learn the major avenues for developing a competitive advantage based on differentiating a company's product or service offering from the offerings of rivals. |
