What is Business-Level Strategy—and why does it matter for competitive success?

In this engaging class session, Dr. Claude Kershner explores the core principles of business-level strategy, including the strategic choices companies make to create value, gain market share, and sustain profitability. Drawing from real-world cases like Walmart, Toyota, Nordstrom, and Cirque du Soleil, this talk unpacks the four generic strategies—broad low-cost, broad differentiation, focus low-cost, and focus differentiation—and explains how companies align their operations to deliver on their chosen strategy.

Key concepts include:

The difference between low cost and differentiation
How to identify and serve a target market segment
The power of value innovation and Blue Ocean Strategy
Functional alignment and the importance of execution

Whether you're launching a startup, managing a team, or studying for your business capstone, this talk is packed with insights to help you think more strategically.

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