抄録
Two contradictory approaches have come to dominate strategic management literature: the positioning
view and the resource-based view. This paper’s objective is to show the importance of utilizing both of these
approaches when conducting strategic planning.
The study examines the market for automotive air condition compressors from the year 1990 until 2010.
Denso, a Toyota Group subsidiary, maintains a leading position in the Japanese market. By contrast to
Denso, Sanden gained a significant share of the European market in the same period. This was possible
because of Sanden’s use of strategic positioning. Sanden provides customized compressors to European
auto assemblers. This result in not only product differentiation but also business model differentiation.
This kind of business model closely aligns the company’s offerings to its customer’s needs.This research
concludes that implementation of strategic positioning may result in a sustainable competitive advantage.
https://ror.org/00dgyv454 
