In [[Marketing Strategy and Organization: Building Sustainable Business]] Critical Success Factors are variables that management is able to influence and determine the competitive position of a company. There are two types:
1) //'tickets to ride'//  that allow a company to participate in the race
2) //'tickets to heaven'// that clearly distinguish a company from the competition
A company must not seek to exce at every critical success factor. As a practical guidance (research from Aaker) 4 or 5 is a good number.
For both types companies only have two options:
# They need to be different
# They need to be better
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marketing_public
created
Mon, 27 Dec 2010 15:11:09 GMT
creator
dirkjan
modified
Mon, 27 Dec 2010 15:11:09 GMT
modifier
dirkjan
tags
M11
Marketing Strategy and Organization: Building Sustainable Business
Term
creator
dirkjan