The question managers face is how to maintain such an advantage
given factors such as the homogenization of products and shortening
product-to-shelf cycles. A careful review of the work by Porter (1985),
Bowersox, Mentzer, and Speh (1995) and Innis and LaLonde (1994)
reveals some insights. Each refers to logistics as instrumental and
central to providing competitive advantage. Unlike a product change
or enhancement, achieving logistics superiority (because it involves
changes in the people, technology, facilities and/or strategic corporate
relationships infrastructures of the company) is a capability difficult to
imitate. In addition, regardless of whether managers define their market
as competitor-focused or customer-driven, achieving competitive
advantage through leveraging logistics is likely to achieve and maintain
competitive superiority