COMPETITIVE ADVANTAGE Creating and Sustaining Superior Peifonnance (original) (raw)
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IN SEARCH OF COMPETITIVE ADVANTAGE: THE DIFFERENCES AND MUTUAL COMPLEMENTATION OF TWO APPROACHES
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Achieving advantage in competition is a task constantly faced by managers and an object of ongoing research. Being aware of the sources of advantage is crucial along the way of creating it. The paper presents a review of two main approaches existing in literature to the sources of competitive advantage: the structureconductperformance paradigm and the resource-based view, and discusses the differences between the two as well as their codependence. Focusing on the arguments for their mutual complementation, we integrate them in a frame that explains the factors leading to competitive advantage. The mediating role of strategy choice as well as strategy implementation within this frame is thereby justified. The frame thus constructed can be useful for management practitioners in that it outlines the factors they should focus their attention on when creating their companies' competitive advantage. It can additionally be used as a tool for diagnosing the potential of an organization to maintain competitive advantage and above-average performance.