New Articles – Marketing and Trade

The competitive advantage of enterprises from the customer perspective

Vanda Maráková, Anna Wolak-Tuzimek, Marzanna Lament, Lenka Dzúriková

The ability to achieve and maintain a competitive advantage in the long term is one of the most valuable abilities of a company in the modern economy. Companies strive to achieve a competitive advantage in order to be recognised by customers, which is expected to lead to increased revenues and profits. It is important to choose factors serving to achieve a competitive advantage. More desirable are factors that are difficult to copy by competitors and adapted to the opinions and needs of…

DOI (& full text): doi.org/10.15240/tul/001/2023-3-010 more