... for altering the competitive advantages long enjoyed by larger firms. © MCB UP Limited 1999 Competitive advantage Market research Marketing communications Media New technology Small firms Firms that understand their customers’ problems, needs and wants, which can provide solutions...

.... Whereas successful U.S. companies tend to hire or contractout for skills, successful Japanese companies evolve them internally over decades, such as by retraining their engineers in emerging new technologies. For example, all Canon's innovations during recent years have been built on the back of six core...