Having a competitive advantage doesn't always mean having newer equipment or smarter R&D staff..it sometimes just means using the right pulp, i.e. fibre.rnIt has been traditionally accepted a round the world that a company to be better than the competition usually means having equipment that is newer, bigger or faster than all the other producers. Or, it means having developed new cutting-edge technology that eclipses everything that's now being used. But is that the whole story? Are there no other situations where a company has been able to develop a product that is demonstrably better than anything else in the marketplace? A product that is so good it can command a higher price or become the dominant player in the market? Isn't that everyone's dream?
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