Learning Center

Competitive Advantage

Jim Butler on positioning your company for success

Introduction

Secret sauce, competitive advantage, unique selling proposition – this is what differentiates you from everyone else in the market. A competitive advantage exists when a firm offers something perceived by its target customers as better than that of its competitors, and which allows the firm to sustain profits that exceed the average for its industry. To create a competitive advantage, a firm must have resources and capabilities that are superior to those of its competitors. For example: patents & trademarks; expertise; reputation and brand equity; installed customer base; advantage through geography or regulation; specific firm capabilities; cost advantage; added advantages; partnerships; etc. 

The video session provides an in-depth look at building and sustaining competitive advantages, and uses the Michael Porter 5-Forces and other models to help participants conduct a self-assessment of their venture, and better position themselves in the market.

AzCI companies and registered users, please log in to see additional content.