Abstract
Day (1990) perceives the essence of competitive advantage assessment to be side-by-side customer comparisons of the business against the best of its target competitors-those similar in served market and competitive stance. We offer a theoretical framework and an empirical examination of the impact of direct customer comparisons of competitors' marketing mix strategies on preferences toward, and choices among, these competitors as suppliers. The results for a national (U.S.) sample of industrial customers of conveyor belt systems support our central hypothesis: overall preference for the marketing mix offering of a given supplier is influenced positively by the distinctiveness of one or more elements in that supplier's marketing mix relative to its competitors. Distinctiveness is defined as the degree to which the customer perceives a supplier's product design quality, price, after-sale-service, and other marketing mix elements to be unique and valuable.
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