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uPsf] a}zfvsf] dxfFe"sDk / s]lx ;do klxnf b]lv ePsf] t/fO{ aGb /
ef/tsf] gfsfaGbLn] b]znfO{ txz gxz kf/]sf] 5 . lasf; lgdf{0f / p4f]u Jofkf/ of]
gfsfaGbLn] sl/a sl/a aGb x'Fbf, b]zsf] cy{tGq g/fd|f] ;+u ynfk/]sf] 5 /
;a{;fwf/0fsf] hLjg Hofb} si6s/ x'guPsf] 5 . of] dxfF;+s6sf] ;fdgf ul//x]sf
g]kfnLn] cfˆgf] hLjg of] ;+s6 cg'?kg} km]b}{ uPsf klg 5g\ / o;} cg'?k afFRb}
uPsf b]v]/ ;+;f/ g} rlst ePsf] 5 . g]kfnLx?sf] of] cb\e't afFRg] Ifdtf o;
;+s6sfnn] phfu/ u/]sf] 5 . blIf0f sf]l/ofsf] Ps cGj]ifs 6f]ln xfn} g]kfn cfPsf]
lyof] . of] ;+s6df s;l/ g]kfnL afFrL/x]sf 5g\ / xfdLn] ug{;Sg] ;xof]u s] xf]nf
eg]/, a'‰g . g]kfnLsf] clxn]sf] hLjglgjf{x / d'vsf] xfF;f] b]v]/ Tof] 6f]ln
rlst k/]5 . pgLx?sf] b]zdf s]lx lbgsf] aGb n] g} hghLjg csNkgLo si6s/ agfpg]
/x]5 lsgls Totfsf dflg; k"0f{ k/lge{/ / pkef]Uo a:t' ;+lrtug]{ aflg gePsf
x'Fbf /x]5g . of] cb\e'b zxlGzntf / Go"g k/lge{/tf g]kflnn] jt{dfg c;xh
kl/l:yltdf b]vfPklg, /fHon] nfdf] ;do of] ;dZofsf] ;dfwfg gug]{ xf] eg], of]
zxlGzntf n] l;df kSs} gf£g]5 .
cfly{s k"FhL Go"g ePsf] xfd|f] b]zn] ePsf] k"FhLsf]
clwstd k|of]uu/L cfkm'nfO{ cfTdlge{/ / ;DkGg s;l/ agfpg ;lsG5 eGg] ;f]Rg' h?l/
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alnof] gagfpg] xf] eg] cfˆgf] cl:tTj hf]ufpg ufx|f]kg]{ s'/f e}rfnf] / gfsfaGbL
af6 pQ\kGg l:ylt n] xfdL ;a}nfO{ r]tgf lbPsf] x'g'k5{ . To;}ul/ /fHosf] cg'bfg
/ cGo ;'lawfdf dfq x'ls{g ;s]sf cfly{s If]qx?sf] klxrfg ;dodf g} ul/ To;df
;/sf/L 9's'6Lsf] vr{ g/f]Sg] xf] eg] xfd|f] k|ult x'g]5}g . cfly{s?kdf cfˆgf]
v'§fdf plEeg g;Sbf / pTkfbgzLn gx'Fbf, a]nfa]nfdf s:tf] xlaut x'Fbf]/x]5 eGg]
cg'ea xfdL g]kfnLn] k6s k6s ub}{ cfPsf klg xf}F . cfly{s ;Defjgf af]s]sf b'O{
If]qx? pBf]u / s[lifsf] at{dfg Ifdtf / t'ngfTds eljZosf] ljZn]if0f tn ug{vf]hLPsf]
5 .
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h:tf] sk8f, d]lzg/L kf6{k"hf{, lah'nLsf ;dfg cflbnfO{ eGg vf]lhPsf] xf] .
s[lif Aoa;fo d'ntM g]kfndf pTkfbg ug]{ Aoa;fosf] ?kdf x]l/G5 hasL sRrf s[lif
pTkfbgsf] ;f]em} lalqm ljt/0f eGbf To;df cf+lzs k|zf]wg ul/ lalqmubf{ # b]lv *
u'gf a9L d'No kfO{g ;S5 . t;y{ oxfF pNn]v ul/Psf] s[lifsf] cfzo sRrf pTkfbg tyf
k|zf]wgsf ;fdfGo n3'pBf]u ;lxtsf] s[lif eGg vf]lhPsf] xf] .
b]zdf pBf]u km:6fpg Toxfsf] >dzlQm cem bIf >dzlQmsf] pkl:ylt Ps
k|d'v cfjZostf 7flgG5 . h'g b]zdf 7"nf] >dzlQm x'G5 Toxf… pBf]uLn]
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hfG5 . olx sf/0f xf] rLgdf cd]l/sL /
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. tnsf] tflnsfdf xfd|f s]lx l5d]ls /fi6«x?sf >dzlQm / cfly{s Ifdtfsf] tYof+s
t'ngfTds lrq0fsf] nflu k|:t't ul/Psf] 5 . o; tflnsfdf b]lvG5 ;g\ @)!# df rLgdf
emG8} *) s/f]8 o:tf cfly{s ?kdf ;s[o >dzlQm lyP hf] g]kfn sf] eGbf %@–%#
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ToxfF /fd|/L rn]sf / a+unfb]zL pTkfbg cd]l/sf / o'/f]ksf ahf/df lg/Gt/
k'lu/x]sf 5g\ . olb glhssf l5d]ls d'n'sdf k|r'/ >dzlQm 5 eg] zfob} s'g} afXo
/fi6«sf pBf]uLsf] g]kfndf pwf]u vf]Ng] cfsif{0f /xg] 5 . a]nfa]nfdf xfdL :jb]zL
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cfˆgf] gLltdf pNn]v u/]sf 5g\ “Aofkf/Lsf] b]z g} x'Fb}gM b]z t /fhf
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dhb'/x? b'j} lt/sf] r]k'jfdf kg]{u/]sf 5g\ . slxn] sfFxL o'lgogsf] df+u olt
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nufgL b]z agfpg ;Sb}g ta;Dd pwf]un] b]znfO{ /fd|f] kmfObf lbg;Sg] 5}g .
s]lx aif{ klxn] hj af/fs cf]afdf klxnf]kN6 cd]l/sfsf] /fi6«klt r'lgPsf
lyP ltgsf] k|d'v r'gfaL Ph]08f lyof] cd]l/sfdf /f]huf/L a9fpg] . t/ 7"nf
pwf]ukltx?n] cd]l/sf eGbf rLgdf / blIf0f cd]l/sfdf cfˆgf pBf]u lj:tf/ ub}{ uPsf
lyP . PskN6 cf]afdf n] PKkn sDk'6/sf dflns …l:6a hA;Ú nfO{ Pp6f /fqL ef]hdf
e]6\bf o:tf] knfogsf] sf/0f ;f]w]5g\ . hA; n] clg5\ofk'a{s hjfa lbP5g\ .
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xKtfdf Tof] ;lsG5 km]/L cd]l/sfdf >ldssf] tna Hofb} w]/} 5 / >lds sd ;do
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uf+p xf] eg] d'u'sf] l/p;f, bf}/f, lsD? emG8} $))) ld6/df a;]sf al:t x'g\ .
To:t} 8f]Nkf / dgfª lhNnfsf al:tx?
lxdfnkfl/sf pRr w/ftnsf al:tx? x'g\ . o;l/ g]kfn h}ljs lalawtfsf]
7"nf] ;Defjgf af]s]sf] ljlzi6 pkh, h8La'6L, lbg;Sg] b]z xf] . o:tf s[lif
pkh lgs6sf l5d]ls b]zx?df ug{ pQL ;Dea 5}gg\ . pbfx/0fsf] nflu, xfd|f] lxdfnL
e]u, h8La'6Lx?sf] nflu pko'Qm 7fpF xf] hxfF s]z/, lxdfnL lh/f, s'8\sL, h6fd;L,
nf]7;Nnf] h:tf ljlzi6 / pRr d"Nosf pkh x'g ;S5g\ . kxf8L If]qdf cn}rL,
cfo'a]{l\bs Rofp, lrof, skmL, Zofp,
;'Gtnf, nK;L, 6«fp6 df5f / t/fO{df h+unL hl8a'6L, sf7, dfzL{ wfg cflbsf] pTkfbg
x'b}cfPsf] g} 5 . t/, kf/Dkl/s tl/sf / v]ltsf] k|sf/nfO{ 5f]8]/ a}1flgs ;f]r,
k|ljlw / pGgt cf}hf/ k|of]u x'g' h?l/ 5 . o;sf] nflu s[lif cWoog, cg';GwfgnfO{
o;} cg'?k kl/0ffdd'vL agfpg' / k|jw{g ug{' cfjZos 5 . wfg, ux' ds} hf] cGo b]z
/ laz];ul/ l5d]ls /fi6« df x'g\ ;S5g\ ltgsf] ahf/ efp g]kfnsf] eGbf ljb]zsf] g}
;:tf] kg{ hfG5 ptfsf] ;:tf] >d zlQm / s[lif k|ljlwn] ubf{ . To;}n] l5d]ls /fi6«df cTolws plAhg] s[lif
pTkfbg eGbf xfd|f] df}lns lalz:6 pTkfbg df g} xfd|f] hf]8 x'g'k5{ . gfs{ h:tf]
cg';Gwfg ;+:yf n] clxn]sf] eGbf Hofb} a8L ;lqmotf b]vfpg' h?l/ 5 . s[lifsf]
cg';Gwfgsf] nflu ;/sf/ n] lbb} cfPsf] cg'bfgdf a9f]Q/L x'g' h?l/ 5 . of]
ah]6sf] /fd|f] cg'udg x'g' Tolts} h?l/ 5 . cfˆgf] s'n ufx{:y pTkfbgsf] )=#&
k|ltztdfq ah]6 lj1fg tyf k|ljlwdf vlr{g] g]kfn Pl;ofsf] dfq geO{ ljZjs} lj1fg /
k|ljlwdf ;aeGbf sd nufgL ug]{ /fi6«dWo] Ps xf] . k|Voft g]kfnL cg';Gwfgstf{ :juL{o bofgGb
ah|frfo{sf] cg';f/ b]z lasf;sf] nflu la1fg / k|ljlwdf s"n /fli6«o ah]6sf]
@% x'g' h?l/ 5 . cem b]zsf] ›'tt/ lasf;sf] nflu s[lifcg';Gwfgdf g} s"n
ah]6sf] @% 5'6\ofpg' h?l/ b]lvG5 . o;} ;Gbe{df ut # aif{ b]lv O;/fOnn] g]kfnL
lakGg lszfg kl/jf/sf o'jf o'atLx?nfO{ cfˆgf] b]z nu]/ sl/a Ps aif{sf] Aoaxfl/s
s[lifsf] tflnd lbO{/x]sf] sfo{sf] pNn]vug{' pko'Qm x'g]5 . of] ;/fxgLo / /sdsf]
;f]emf] cg'bfg eGbf w]/} k|efasf/L ;xof]u xf] . clxn];Dddf sl/a &)) o'afx?
n] o:tf] tflnd lnP/ g]kfn kmsL{;s]sf 5g\ . laleGg lhNnf af6 uPsf o:tf o'af n]
kms]{/ cfPkl5 l;s]sf] lzk k|of]u ul//x]sf] b'tfjfzsf] la1lKtdf pNn]v ul/Psf] 5 .
:d/0f /xf];\ O{;|fOn, clwsf+z e"efu anf}6] d?e"ld / kfgLsf] Hofb} sld
ePsf] b]z xf] . t/ o:tf] s[lifsf] nflu cg'ko'Qm x'Fbfx'Fb} klg cTofw'lgs s[lif
cf}hf/, lap k|aw{g / k|lalwsf] k|of]u ul/ O;|fOn ;+;f/sf] pTs[i6 s[lif k|lalw
k|of]u ug]{ b]zdf k5{ . s[lif cg';GwfgnfO{ of] b]zn] 7"nf] wg/fzL / dxTj
lbPsf] 5 . x'gt O;|fOn d'nt: Jofkf/ af6 sdfO{ ug]{ b]z xf] / s[lifsf] of]ubfg
ufx{:To pTkfbgdf s]jn @=% k|ltzt dfq 5 t/ b]zsf #=& k|ltzt hgtf dfq ;xefuL
ePsf] s[lifn] b]zsf] vfBfGgsf] df+usf] (% k|ltzt k"lt{ u5{, hf] pNn]vgLo 5
. g]kfndf xfn &! k|ltzt hgtf s[lifdf cfl>t 5g\ / o;sf] ufx{:To pTkfbgdf
#$ k|ltzt of]ubfg /x]klg xfdLnfO{ clwsf+z vfBfGg aflx/af6 g} cfoft ug{' kg]{
l:ylt 5 .
s[lifdf lge{/ kl/jf/sf] ;+Vof / ufx{:To pTkfbgdf s[lifsf] of]ubfg uPsf
aif{x?df emb}{ uPsf 5g\ . s'g} a]nf s[lif pkh ef/t / t]>f] d'n'sdf /fd|f]
kl/0ffddf lgof{t ug]{ g]kfnn] ;g\ @)!$ df dfq} emG8} !)) ca{ ?lkofsf] vfwfGg
cfoft u/]sf] lyof] . x'Dnf, h'Dnf nufotsf lxdfnL e]usf pRr :t/Lo Zofp 9'jfgLsf]
;dZofn] s'lxg] u5{g hasL ut aif{ dfq ? ! ca{ a9Lsf] %# 6g Zofp g]kfn cfoft
ePsf] lyof] . clxn] lszfgsf pkh af]6af6 ;f]em} larf}lnof dfkm{t a]lrg] ul/G5,
h;af6 pTkfbstf{ lszfgn] Hofb} sd
d"No kfpgfn] g} s[lifdf cfsif{0f 36\b} uPsf] xf] . larf}lnofn] kfpg] lx:;f
lgodg ug{, lszfg n] a]Rg] / clGtd pkef]Qmf n] lsGg] d"Nosf] a}1flgs b/
lgwf{/0f ug{ …ahf/ Aoa:yfkg laefuÚ cl3;g{' k5{ .o;sf] ;Dk"0f{ cy{xf]
g]kfnsf] s[lifdf pTkfbglzntf gePsf] xf]Og t/ of] hg;+Vof ;+u} k|lalw lat/0f Joj:yf / ahf/
cl3 a9\g g;s]/ ynf kb}{uPsf] If]q xf] .
s[lif pTkfbgnfO{ klxnf] of bf]>f] r/0fsf] k|zf]wg ug{;s] To;df w]/}
d"Noclea[WbL x'G5 . h:tf], ;f]em} Zofp a]Rg' eGbf ;'sfP/ o;sf] rfgf a]Rbf
a9L, u'bL of h'; agfpFbf cem} a9L / x':sL g} agfpbf w]/} a9L d"Noclea[WbL
x'G5 . o;}n] s[lif pTkfbg If]q sf] glhs} k|zf]wg ul/g] n3' pwf]u sf] ljsf; x'b}
hfg' k5{ . s[ifs x? pwf]u Aoa;fo sf] k|aw{g sf] nflu k"hL h'6fpg ;ls/x]sf
5}gg\ . h'6fPsf x?df klg k/Dk/fut ;fx'dxfhgsf] rsf]{ Aofhb/df lng] u/]sf 5g\ .
of] s'/f kl5Nnf] s[lifu0fgf, @)^* n] b]vfp5 . ;f] u0fgf cg';f/ @@ k|ltzt s[ifs
kl/jf/n] dfq Aoa;fosf] nflu C0f lnPsf] b]lvG5 t/ $@ k|ltzt n] C0f cfjZos ePsf]
pNn]v u/]sf 5g\ . o:tf C0f lng] dWo] !# k|ltzt n] s[lif ljsf; a}+s af6 C0f lnPsf]
b]lvG5 . ;+:yfut >f]t -a}+s, ljQLo ;+:yf_ af6
#& k|ltzt n] / u}/ ;+:yfut-cfkmGt, ;fx', s[ifs ;d'x_ af6 ^# k|ltzt n] C0f
lnPsf] b]lvG5 . o;sf/0f s[lif ljsf; a}+s h:tf ;+:yfx? cem} /fd|/L o:tf u|fld0f s[ifsx? ;Dd k'Ug;s]sf]
b]lvGg . To;}n] a}+s tyf ljQLo
;+:yfx?n] u|fld0f e]sx?df :yfgLo efiff / z}nL k|of]uul/ cfˆgf sfo{qmdsf] a[xb
k|rf/ k|;f/ ug{' b]zsf] nflu h?/L ePsf] b]lvG5 .
s[lifsf] of]ubfg nuftf/ 36\b} uPklg tYof+s n] b]vfp5 ;g\ @)!# df s[lif
If]qsf] of]ubfg #$=# k|ltzt lyof] hasL pWBf]uIf]qsf] of]ubfg s]jn !%=@ k|ltzt
lyof] -x]g{'; dflysf] tflnsf_ . km]/L xfd|f] b]zsf] s[lifsf] of]ubfg l5d]ls
/fi6« df s[lif af6 x'g] of]ubfg eGbf s}of} u'gf a9L 5 -tflnsf_ . ufx{:Yo
pTkfbgsf] emG8} #$ k|ltzt cf]u6]sf] s[lif xfd|f] dxTjk"0f{ cfly{s kIf xf]
. t/, clxn] ul/g] s[lif, pkhsf] 5gf}6, ul/g] tl/sf, cf}hf/, ahf/ Joj:yf – ;a}
lg/fznfUbf 5g\ h;sf] kl/0ffd:j¿k u|fld0f If]qaf6 7"nf] ;+Vofdf s[lifdf
nfu]sf hgzlQm zx/ of ljb]z lx8\g afWoePsf x'g\ . kf/Dkl/s tl/sfsf] wfg / ds}
pdf/]/ jf df5fkfng / kmnkm"n v]ltn] klg kl/jf/sf] u'hf/f ;''v;+u rNg]
b]lv+b}g, lsgls o;af6 nufgL eGbf sd k|ltkmn cfpb} 5 .
lgisif{
lgisif{df, g]kn t'ngfTds kmfO{bf -competitive advantage_ sf lx;fan]
7"nf lgof{td'vL pBf]usf] nflu Hofb} sDhf]/ /fi6« ePsf] b]lvG5 . cyf{t\
o:tf pBf]usf] g]kfndf s'g} /fd|f] eljio 5}g . t;y{ /fi6«sf] 9's'6L o:tf If]qdf
vGofpg' cg'Tkfbs dfq x'g]5 .
b]zsf] e"agf]6 hnafo' / dfG5]sf] k|fs[lts 1fg n] ubf{ s[lif
Aoa;fosf] eljio g]kfndf dxTjk"0f{ / kmfO{bfhgs b]lvG5 . vf;u/L df}lns
ljlzi6 s[lif pkh / To;df cfwfl/t s'l6/ / n3'pBf]usf] eljio Hofb} /fd|f] b]lvG5
. t/ o:tf] e/kbf]{ kmfO{bfhgs s[lif, k/Dk/fut afnL, k'/ftg cf}hf/, aiff{tsf] ef/sf]] l;+rfO{ / k/Dk/fut k|lalwsf] e/df x'g;Sb}g . casf] g]kfnsf] cfly{s eljio,
s[lifsf] a}1flgs/0f, df}lns ljlzi6 pkhsf] vf]lh / cfw'lgs k|lalwdf cfwfl/t
s[lif af6 dfq ;Dea 5 . To;}u/L g]kfndf
km:6fpg ;Sg] pBf]u s]jn o:tf
s[lif pkhsf] k|zf]wgug]{ n3' pBf]usf] dfq /x]sf] b]lvG5 . t;y{ ›'t cfly{s
ljsf;sf] nflu /fHo, ;+3 of lghLIf]q cGo 7"nf pBf]usf] nufgLdf cNdlng' eGbf
o:t} s[lifdf cfwfl/t Aoa;fo / k|lalw k|aw{gdf nfUg' pko'Qm / kmO{bfhgs b]lvG5 .
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