In one section of chapter ten we learn about organizational alignment and competitive strategy. Every organization, small or big, must have some alignment and strategy. With out some sort of strategy a business is almost guaranteed to not be successful. Having no business strategy is almost the same as walking in aimlessly in the dark. Companies need to compete is what drives every company. Knowing that your product is perceived as a better predict than your competitor, even if all the ingredients are the same, can be the difference from a thriving company to a foreclosing organization. How a company markets its self is up to that particular company. Every organization is different form others.
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I agree with you completely. Companies that do well have a clear sense of strategy and alignment. Those that don't, do not last very long. The last company that I worked for had a very strong brand message. The same products were being built by competitors but because my company had years and years of brand loyalty and comsumer perception was that they built quality, long lasting products, is what separated them from the competition. I am not sure that the brang perception is as a great as it once was but I don't see this company diminishing anytime soon.
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