Substance and process of creation of integrated competitive advantage
ČlánekOtevřený přístuppeer-reviewedpublishedDatum publikování
2002
Vedoucí práce
Oponent
Název časopisu
Název svazku
Vydavatel
Univerzita Pardubice
Abstrakt
A competitive advantage in the global market is not a simple individual benefit for a consumer but a complex set of attributes raising of satisfaction his/her needs. However, it must be multidimensional and a company must create an "integrated product" which provides the consumer with expected parameters, and at the same time, something extra. It is necessary to create a new type of a competitive advantage - an entegrated competitive advantage. A company can built its integrated competitive advantage with a new approach of satisfying customer's needs in the following principle: to supply customers with special benefits together with the lowest selling price of a product and reducing other costs and resources of a customer. The basis for creating integrated competitive advantages must be a process of systematic strategic marketing analysis. The advantage of such an analysis lies in that it can help to create permanent active competitive advantages and facilitates getting ahead of competition.
Rozsah stran
p. 261-272
ISSN
1211-5541
Trvalý odkaz na tento záznam
Projekt
Zdrojový dokument
Scientific papers of the University of Pardubice. Series A, Faculty of Chemical technology. 7 (2001)
Vydavatelská verze
Přístup k e-verzi
open access
Název akce
ISBN
Studijní obor
Studijní program
Signatura tištěné verze
47333
Umístění tištěné verze
Univerzitní knihovna (studovna)
Přístup k tištěné verzi
Klíčová slova
trh, analýza trhu, integrační procesy, soutěž, zákazníci, strategický marketing