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This is a free online textbook offered by Saylor Foundation.

'Growth and competitive advantage are about effective positioning. Building effective positioning is challenging today for firms facing new and stronger competition, volatile and uncertain markets, and shifting customer desires and demands.

Growth and Competitive Strategy in 3 Circles by Urbany and Davis uses the 3-Circle model to facilitate your students' speed of understanding and action by focusing attention on the most critical strategy concepts in this uncertain environment.

The book helps students understand how a growth strategy emerges in the model from systematically addressing four key strategy directives in a deep and disciplined way:

1. define, build, and defend the unique value you create for customers;

2. correct, eliminate, or reveal value that is failing customers, which they’re not aware of;

3. potentially neutralize the unique value created for customers by competitors;

4. explore and exploit new growth opportunities through deep understanding of customers’ unmet needs.'

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