Markku Vierula, Executive MBA, is an author, consultant, lecturer, creative leader, entrepreneur, and board professional. He has had a successful career as a copywriter, creative director, member of management teams and boards of directors, founder, and owner of leading marketing agencies in Finland and around the world. Vierula's work has won numerous awards in both Finnish and international competitions. His long career in marketing agencies has given him the opportunity to gain a broad and comprehensive understanding of a wide range of industries, companies, professions, and cultures. Vierula is also the author of a marketing, sales, and communication integration book titled Suuri integraatiokirja - markkinointi, myynti ja viestintä (2014), which is used as a textbook for university courses.

PART I TOWARDS A COMPETITIVE EDGE.- HOPES AND CASTLES IN THE AIR.- LET'S JUST MAKE THE CHANGE IF ONLY WE KNEW HOW.- TOWARDS THE BASICS OF THE COMPETITIVE EDGE TOOLKIT.- PART II FIND YOUR MARKET ORIENTED COMPETITIVE ADVANTAGE.- WHAT IS A COMPETITIVE ADVANTAGE.- SET OF TOOLKITS.- FINDING A COMPETITIVE ADVANTAGE IN THE COMPANY'S RESOURCES.- CONCRETE BUSINESS EXAMPLES.- COMPETITIVE ADVANTAGE PUT INTO PRACTICE.- COMPETITIVE ADVANTAGE AS A DRIVER FOR ORGANISATIONAL DEVELOPMENT.- A BRAND IS A JOINT CREATION BY THE CUSTOMER AND THE COMPANY.- COMMUNICATION.- PART III FOOD FOR THOUGHT.- INNOVATION REQUIRES CREATIVITY.- COMPETITIVE ADVANTAGE IS AN UMBRELLA TERM FOR CURRENT TRENDS AND MEANS.- WELL KNOWN STRATEGY TOOLKITS.- HOW THE TOOLKIT WAS CREATED.- A FINE CONCLUSION TO THE TOOLKIT.