Switzerland’s SMH Group (SMH) is an interesting example of how an executive's vision for reviving the Swiss watch making industry enabled it to compete with Hattori Seiko for the title of the world's No. 1 watchmaker. The initial strategy was to launch the Swatch watch in 1983. SMH's brands now include Blancpain, Omega, Longings, Radon, Tissot, Certain, Midol, Hamilton, Bal main, Swatch, Flick Flak, and Endure.

We cite SMK's strategy for regaining competitive advantage in the global watch industry throughout this discussion of deciding how to compete. We examine the critical responsibility of management vision in selecting a competitive strategy and discuss how companies gain competitive advantage