1. Creating New Market Space Group 2 Talayeh Raha, 70351 Linnea Natt och Dag, 20460 Homayoun Derakhshan, 70336 Anna Geijer Haeggström, 19789 Stockholm, Jan. 2008

2. Today most companies focus on matching and beating their rivals Strategy is based upon same basic dimensions of competition Competing Head-To-Head

5. Polo Ralph Lauren Mixing haute couture with classical look and cheaper price i.e., building brand in-between two categories The Pocket Book Thinking beyond two strategic groups, the book and magazine industry, i.e. Cheaper and handier than a book, more consistent than a magazine thus creating a value by providing a new way to read books Looking Across Strategic Groups Within Industries