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All other things being equal, the "best" generic competitive strategy for a company to employ is a strategy that

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concentrates on value$-$conscious buyers and outcompetes rivals by offering products at attractive prices

concentrates on a narrow buyer segment and outcompetes rivals by offering niche members customized attributes

Is well matched to a colpany's internal situation, underpinned by an appropriate set of resources, know how, and competitive capabilities, and dificult for rivals to match

seeks to differentiate product offerings from rivals by offering superior attributes that attract a broad spectrum of buyers