Strategy As Action Presents An Action Plan For How Firms Can Build, Improve, And Defend Their Competitive Advantage At Every Stage Of Their Life Cycle. For Start-up Firms Entering A Market, It Provides A Model For Exploiting Competitive Uncertainty And Blind Spots; For Growth Firms Who Have Established Some Market Advantages, It Provides An Action Plan For Exploiting Relative Resources; For Mature Firms, It Explains How To Exploit Market Position; Finally, For Firms That Have No Decisive Resource Advantage, It Provides An Action Plan Based On Firm Co-operative Reactions.