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Delivering Desired Outcomes Efficiently: The Creative Key to Competitive Strategy
Chatterjee, Sayan
40/2  (Winter 1998): 78-95

To stay strong in an increasingly competitive climate, firms must think creatively and make the best use of their resources. Managers tend to look at resources in terms of concrete product features rather than in terms of the abstract outcomes that are valuable to customers. Initially thinking about outcomes-and not about products, processes, or features-will enhance the creative use of resources that leads to competitive advantage. This mindset will allow managers to see alternate ways of delivering the outcomes that customers value.

 

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