be copied. Selectively improving performance is thus generally not enough to sustainably fortify a company s position. It generally provides only short-term improved results and instead of leading to a substantial change in competitive relations it at best gains time Wild-98]. Sustainable advantages are only attainable when a strategic master plan is - veloped based on an analysis of corporate strengths and weaknesses and customer demands. Furthermore, it has to be built on coordinated measures and a comp- hensive examination in order to not only be able to design and implement it, but to...