Influence of competitive advantage on competitive positioning of Silesian companies in 2019

Olaf Flak,Grzegorz Głód

doi:10.1051/shsconf/20208301049

Abstract

Company competitiveness is still an important issue in management studies. It can be measured in several ways including competitive advantage and competitive positioning. The aim of the paper is to present the result of the annual research on company competitiveness conducted in Poland. The research question in this paper is: is there a relation between a certain type of competitive advantage and characteristics of a company competitive positioning? In the paper there is a description of the influence of competitive advantage on competitive positioning in six dimensions. Respondents in the research answered 45 questions in online survey at sensorium24.com (Company Competitiveness Barometer). 8 of the questions concerned the competitive advantage and 6 concerned the competitive positioning. There are a theoretical background of company competitiveness and phenomena which belongs to this general term – a competitive advantage and a competitive positioning, a methodology of research and results as well as conclusions.

Highlights

Competitive advantage and competitive positioning are used to describe an ability of a company to compete with one another
The results of the research contains relations of four different competitive advantages based on different sources coming from a marketing-mix and six indicators of a competitive positioning
The first indicator of a competitive positioning is a level of a cash flow

Summary

Introduction

Competitive advantage and competitive positioning are used to describe an ability of a company to compete with one another. Than the achieved competitive advantage influences on a competitive positioning which a company can be describe in terms of its profitability [2]. All of these phenomena belongs to a general term describing an ability of a company to compete on a market [3]. The research question in this paper is: is there a relation between a certain type of competitive advantage and characteristics of a company competitive positioning?

Objectives

Methods

Results

Conclusion