To avoid finishing last in a competitive race which requires its participants to master a range of things all at one time, more and more corporations are deciding to outsource subordinate aspects or competencies, thereby focusing their strategic spotlight on aspects more central to their...

Purpose – This paper describes research that has sought to create a formal and rational process that guides manufacturers through the strategic positioning decision. Design/methodology/approach – The methodology is based on a series of case studies to develop and test the decision process....