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(#cf}F :yfgsf] b]zdf k5{ . t/ ;fgf] x'g' cfhsf] ljZjdf sdhf]/ of ;Defjgflalxg
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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
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zxlGzntf n] l;df kSs} gf£g]5 .
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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
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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{
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nufgL b]z agfpg ;Sb}g ta;Dd pwf]un] b]znfO{ /fd|f] kmfObf lbg;Sg] 5}g .
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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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