Which of the following is NOT one of Lynch's three innovative competitive strategies?

• A. Price competition
• B. Technology
• C. Joint venture or strategic alliance
• D. Rewrite the rules

Answer: (A)

Lynch’s approach to competitive advantage centers on changing the game itself, not just beating rivals on price. The three routes he highlights are: rewriting the rules, which means redefining the market and creating new demand or value; using technology to enable a distinct capability or lower costs in a way competitors can’t easily copy; and forming a joint venture or strategic alliance to access complementary strengths and resources. These are all about creating unique value or new ways to compete, rather than simply offering lower prices.

Price competition, by contrast, focuses on discounting to win customers and does not build new value, capabilities, or collaborations. It tends to squeeze margins and can lead to a race to the bottom, without changing the underlying competitive landscape. That’s why price competition is not one of Lynch’s three innovative strategies.