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The trade-off between cost leadership and differentiation Breitscheidstr. 10 Renée -- Lexical access inEssay from the year 2013 in the subject Communications Public Relations, Advertising, Marketing, Social Media, grade: 1. 0, University of Westminster, language: English, abstract: Porter is considered by many as the most influential strategist in the field of business strategy. His three generic strategies introduced in 1980 has become a dominant paradigm in business policy literature and has had a deep and pervasive influence on the way of thinking