For the most part, crisis management exists because management has failed to define where they want to be in the future and how they plan to get there. When companies start out they should have a good idea of where they want to be in the future. Companies should make a mission statement, and set goals. Stating how they plan to achieve their goals. The goals shouldn t be set so high that they can t be attained, but not so low as to be to easily achieved.
Competitive advantage sounds like an easy concept.
There are many things that make up a competitive advantage, and it is easy for a company to possess a few of the things that it needs to have a competitive advantage, but not have enough of the things that would make the competitive advantage. Companies must decide how they want to achieve a competitive advantage. When the company decides how they want to sell their product they must not forget the most important piece of the puzzle, the customer. If a company can t reach the customers they will never be successful no matter how good of a business plan they have. In order to reach that customer the company needs to have the best possible employees.