Choosing whether to perform activities differently than rivals or to perform different activities than competitors is the essence of the Three Generic Strategies.

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The Three Generic Strategies are cost leadership, differentiation, and focus/niche. Cost leadership involves performing activities differently than rivals to achieve lower costs, differentiation involves performing activities differently than rivals to offer unique value to customers, and focus/niche involves performing activities differently than competitors to serve a specific customer segment or geographic market.

Choosing Whether to Perform Activities Differently Than Rivals or to Perform