When competitive advantage was proposed it was a revolutionary concept and was immediately absorbed by the private industry (led by large multi-nationals) as a strategy to acquire market-share, and mind-share of customers. It was very successful till the companies were focussed at manufacturing (industrial production) but as the companies started moving towards service based business models, customers became more-demanding, and business more driven to create new markets, reduce assets and their prices, offer higher value-added services, etc.; the focus has now shifted to developing collaborations. Companies that do not collaborate are not only finding difficult to retain their shares of mind and market but also will soon be fighting for existence.
Collaboration is key to success now, beating competition is no longer the driver of business ethos.Can we propose that collaboration as a strategy is now more relevant than competition?