The 10 most important points:
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Knowing what a competitive advantage is.
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Being able to describe the difference between competitive advantages and unique selling propositions (USPs).
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Knowing that USPs have to be structured for specific target groups, business-oriented, and "defendable".
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Knowing the difference between USP and UPB.
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Being able to give a position statement.
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Being able to carry out a competitive analysis.
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Being able to draw a USP comparison.
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Assessing competitive analyses by certain criteria.
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Being able to distinguish direct and indirect competition.
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Systematically analyzing competitive advantages.