Competitive Strategy and Customer Value: A Case of Securities in Thailand

Abstract

         This literature review presents the concepts of customer value, competitive strategy and value delivery in securities industry. At present time, there is a very small number of trading accounts, especially when compared to total numbers of population. This may be the result of the value of the securities delivered to the customer which might be unable to meet their needs. For this reason, the securities in Thailand need to adapt their trading strategies. This article proposes the linkage between customer value and strategies in creating the long-term competitive advantages. They are generic strategies, namely, low cost leadership, differentiation, and focus.