Abstract:
The competitive business environment has rapidly changed during last 20 years.
Market place changes have required companies to update and improve their understanding of
how to gain and maintain competitive advantage. The aim of the value chain analysis is to
help the company position itself against its competitors in the pursuit of sustainable
competitive advantage as it offers a starting point for companies to recognize their advent
and demands. Since Porter introduced value chain model in 1985, several approaches to this
concept have evolved. The purpose of this paper is to compare approaches to the Porter’s
traditional value chain analysis, while also strengths and weaknesses of all mentioned
approaches will be discussed.
