Michael Porter describes firms that lack a distinctive strategy as being 'stuck on the outside'.

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Michael Porter distinguishes three strategies—or competitive positions—that businesses pursue to gain and maintain competitive advantages in their various product markets: (1) overall cost leadership; (2) differentiation—building customer perceptions of superior product quality, design or service; and (3) focus. Firms lacking a purposeful distinctive strategy are potentially likely to become ‘stuck in the middle'.

Michael Porter Describes Firms That Lack a Distinctive Strategy as Being