I. Overview

II. What Is Business-Level Strategy?

1. Customer Needs and Product Differentiation
2. Customer Groups and Market Segmentation
3. Distinctive Competencies
4. The Dynamics of Business-Level Strategy

III. Choosing a Generic Business-Level Strategy

1. Cost-Leadership Strategy
   1. Strategic Choices
   2. Advantages and Disadvantages
   3. Implications
2. Differentiation Strategy
   1. Strategic Choices
   2. Advantages and Disadvantages
3. Cost Leadership and Differentiation Strategy
4. Focus Strategies: Low Cost and Differentiation
   1. Advantages and Disadvantages
5. Stuck in the Middle

IV. Competitive Positioning and Business-Level Strategy

1. Strategic Group Analysis
2. Choosing an Investment Strategy at the Business Level
   1. Embryonic Strategy
   2. Growth Strategies
   3. Shakeout Strategies
   4. Maturity Strategies
   5. Decline Strategies
3. Business-Level Strategy and Game Theory
   1. Look Forward and Reason Back
   2. Know Thy Rival
   3. Find the Most Profitable Dominant Strategy
   4. Strategy Shapes the Payoff Structure of the Game