Positioning or generic strategies Exhibit 7-20 sets out the positioning strategies a company can adopt and the associated risks. Think of a clinical laboratory and choose the strategy that you understand carries the least possible risk for it. Establishes:

1. The selected strategy. What is it about. 2. Indicate how this strategy minimizes the risks associated with the selected business.

Rapid Market Entry Licensing . Acquisition ' Joint Venture Merger . q Alliance Low High Initial Control Initial Control Over Design, Over Design. PrOduction, Venture Capital Praduction, Internal Reconfigure ' Venture ) The Value Chain) Internal Development ) Slow Market Entry