Cyber Space, Corporate Restructuring, Advertising: Boon for Competitive Advantage

Abstract

Hyper competition is a key attribute of the new economy. New customers want it quicker, cheaper, and they want it their way. The primary quantitative and qualitative shift in competition requires organizational change on an exceptional scale. Today, sustainable competitive advantage should be built upon the corporate capabilities and must constantly be reinvented. A little competition can be a healthy thing. It can also be both costly and disastrous if the companies aren't up to par with others in their particular business or industry. How the competition is handled can be a direct link to the success or the failure of a company. Companies significantly increase their chances of reaching on top by creating a competitive edge.

Keywords: competitive advantage, cyberspace, 4p's, KTDC, restructuring, RIL, L&T, advertising, zoo zoos, competency

JEL Classification: L10, M37