5 Achieving a cost advantage over rivals entails concentrating on narrow portion of the value chain and abandoning all other activities that create costs. being a first-mover in pursuing backward and forward integration and controlling as much of the value chain as possible. out-managing rivals in controlling the cost drivers and finding creative ways to cut cost- producing activities out of the value chain. being a heavy user of offensive strategies and a light user of defensive strategies. producing a standard product, redesigning the product infrequently, and having minimal advertising