Dominant and Sub-Dominant Business Strategy - Simplified!!

Dominant and Sub-Dominant Strategy - Simplified!!

Over the years, I have had the privilege of learning from teachers who have influenced my thinking both personally and professionally.

And today, I take this opportunity to share an interesting lesson that I took as a business school student in understanding Dominant and Sub-dominant Strategy.

Dominant and Subdominant Strategy

You might wonder how is this picture (from the film Aisha) depicting dominant or subdominant strategy.

If you observe, the 3 bridesmaids have chosen to wear white sarees with gold zari border - That is the dominant theme (or dominant strategy/choice).

On closer observation, you will realize that the designs of the blouses that they are wearing have subtle differences. That is the Sub-dominant theme (or the Sub-dominant strategy/choice).

As students we were awestruck, wondering how did our professor come-up with this example 🤔 . How could one think about strategy while watching 3 beautiful bridesmaids dancing to a peppy tune 😃 .

Our professor then extended this example to the competing no-frills airlines back then – Indigo and SpiceJet. While the dominant strategy is ‘no-frills’ for both the airlines (as against full-service), the subdominant strategy is On-time Performance for Indigo and Tasty meals for SpiceJet.

Here is my tribute to our teacher, late Dr. Ajit Prasad, who taught us Strategy through the most intriguing examples.