Business Intelligence

A 'Sandwich' Of Options

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Executive Summary

To thrive in a competitive marketplace, companies need to move in the direction of their strengths and offer consumers a "Sandwich" of options, says Dipak Jain, former Kellogg dean and the Sandy and Morton Goldman Professor of Entrepreneurial Studies. "Where do companies go wrong? They move in the direction of their weakness," Jain said during an April 28 talk, the first in a series of "Nota Bene" seminars geared to graduating Kellogg students. "If you become more like your competitor, you lose differentiation. You need to make your brand sharper and stronger."

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