... , unique or better than other organisations competing in the same marketplace. For example, Xerox are renowned for their reliable photocopiers, Rolex watches are known for their superior watch-craftsmanship, Apple Computer Inc is popular for its innovate multimedia approach to design computing. The company ILM (Industrial Light and Magic), as described by Davidson and Griffin, (Management in a Global Context, 2000, pg ... an understanding of the mechanisms by which the organisation's unique characteristics can be exploited to maximum effect. To continue the example of ILM, the fact that ...

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