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Advantage Audit

BCG’s Advantage Audit asks important questions to uncover hidden company capabilities and positions.

The audit asks crucial questions to evaluate the sources, durability, and extendibility of an organization’s competitive advantage. These questions include:

  • How well do our products perform along relevant dimensions?
  • What is our perceived value versus our competitors’?
  • How available is our product?
  • How easy is it to switch to or from our brand?
  • Where are we positioned on the industry scale curve?
  • How do our cost components compare to the competition’s?
  • What percentage of our innovation is first to market?
  • What information is critical in our industry, and how good are we at processing it?
  • Are we winning in recruitment?
  • As our customer or competitive environment changes, will our advantages intensify or become obsolete?
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