For over 70 years, managers have assumed that differentiation is a competitiveadvantage and try to differentiate their products as much as possible.Competitive Advantages are always positive for any business but differentiated productsare only positive for customers if they perceive this difference as useful and positive forthem. The Competitive Advantages that are perceived as positive by customers are calledDifferential Variables.This is a tool for identifying and evaluating the Differential Variables.

Outsource marketing can help small to midsized businesses with strategy or execution, but it’s only effective if the company is ready to collaborate and plan effectively. It’s not a fit for those who micromanage, miss deadlines, or lack clarity in decision-making.

A book about brand purpose and customer experience. The book, which includes self-assessment tools, is a blend of theory and practical advice for leaders.

Timeless classic, its relevance undiminished by age, despite controversies surrounding its authorship and translations. James Trapp’s illustrated version enhances the text with historical battle examples, highlighting its enduring strategic insights.

Concise and rigorous strategy manual. The book, used in Harvard Business School’s MBA course since the 1980s, covers topics like value proposition, competitive advantage, and long-term performance.

Challenges traditional marketing concepts, advocating for a broader view that includes all company actions impacting customer value. The authors propose transforming marketing departments into profit centers by adopting a media business model, exemplified by companies like Red Bull and Arrow Electronics. The book offers valuable insights into content communication methodologies.

Marcus Sheridan’s book emphasizes the importance of teaching clients business success. It details how to transform businesses online and offline by providing valuable information and establishing expertise.

Portugal’s small and medium enterprises face global challenges due to its size and location. “Strategy and Geopolitics” by Mike Rosenberg, though focused on multinational companies, provides valuable insights into managing multicultural environments and geopolitical implications for business success in a complex world.