Summary
1. Once a company colonizes a unique position in its industry, it must try to improve it. Improving the company's position is absolutely essential in gaining advantage over competitors.
2. While improving its current position, the company must also be alert to new, potentially damaging positions that its competitors may be developing.
3. A new strategic position is simply a new, viable combination of who/what/how. To be considered a strategic innovation, a position must be new relative to existing positions and it must grow into a sizable market.
4. New strategic positions create conflicts for established competitors. In trying to exploit a new position, such a firm may jeopardize the viability of its existing position. This is probably the biggest problem established companies face in attempting strategic innovation.