| Abstract [eng] |
The competitiveness in a global economy is connected with the ability of a company to dynamically react to permanent and faster changes of market environment. The concept of competitive advantage is rooted in the logic of value creation and distribution. A firm is said to enjoy competitive advantage when the value that is created in an economic exchange in which the firm partakes is greater than the value that could be created if the firm did not participate in the exchange. The ability to protect a position of competitive advantage is, therefore, predicated on the successful creation of impediments to replication of the strategy by competitors – referred to as barriers to erosion. The global economy brings not only threats, risks, but also opportunities for competitive advantage in different ways. Typical sources of competitive advantage are the innovations, technologies, quality and the price. Companies decide how to use them. Competitive perspective proposes the key for a firm to gain competitive advantage is continuously launching actions and responding to actions of competitors. Proactive firms that exhibit their action aggressiveness in action propensity and speed, and response aggressiveness in response propensity and speed, can always earn abnormal profits. A firm that conducts more actions may impede competitors’ rivalrous behavior and thereby build up its own advantage. The article presents theoretical aspects of competitiveness. The research made shows that company’s competitiveness is determined more by intangible assets than by tangible ones. Intangible assets are such as client 40 loyalty, image, reputation, production output, knowledge, networks and intellectual property, organizational culture, competencies, skills and experience, which are valued, unique and unrepeatable and complex resources resulting in inimitability. [...]. |
