... C.S.M is to create a differential advantage. Creating a differential advantage means "to differentiate themselves from the competition so as either enforce company's public image, boost employee morale, draw attention to a product or service, either contribute to an increase in sales". (Dawar and Pilluta 2000) (Steve Hoeffler, Kevin Lane Keller, 2002). In other words "differentiation" is about finding ways to make the organization more ... ...

• Word Count: 2832
• Approx Pages: 11
• Has Bibliography
• Grade Level: High School