Critical Success Factors

In Marketing Strategy and Organization: Building Sustainable Business Critical Success Factors are variables that management is able to influence and determine the competitive position of a company. There are two types: 1) tickets to ride that allow a company to participate in the race 2) tickets to heaven that clearly distinguish a company from the competition A company must not seek to exce at every critical success factor. As a practical guidance (research from Aaker) 4 or 5 is a good number. For both types companies only have two options:

1. They need to be different
2. They need to be better