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?