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Cavanaugh clearly was oriented on explicating on his role as a military strategist. My proposed changes would offset the perception that this is a military officerâs definition of what strategy is and what strategists do, or the notion that only military strategists are truly strategic. Thus, my counter-proposal:
A firm positions itself by leveraging its strengths. Michael Porter has argued that a firm's strengths ultimately fall into one of two headings: cost advantage and differentiation. By applying these strengths in either a broad or narrow scope, three generic strategies result: cost leadership, differentiation, and focus. These strategies are applied at the business unit level. They are called generic strategies because they are not firm or industry dependent. The following table illustrates Porter's generic strategies: