Differentiation Versus Low Cost or Differentiation and Low Cost: A Contingency Framework
挑战了差异化与低成本战略不可兼得的传统观点，提出一个权变框架，说明差异化可以帮助企业实现低成本，且两者结合可能对建立可持续竞争优势是必要的。
In the policy literature there is an assumption that the generic business-level strategies of differentiation and overall cost leadership are generally inconsistent. Contrary to this view, this article presents a contingency framework in which differentiation can be a means for firms to establish an overall low-cost position and discusses that a combination of differentiation and low cost may be necessary for firms to establish a sustainable competitive advantage.