If an enterprise has a competition advantage, then it is opposite preferred to its competitors by the customers.

The competition advantage can be divided into an offerer advantage, which is generated in the enterprise (bspw. smaller production costs, which lead to higher profit) and a customer advantage, which the enterprise on the market generates. The customer advantage can be further divided into a use advantage (better products) and a cost advantage (smaller price).

Some the most important work for strategic development and use of competition advantages (competition strategy) come from Michael E. Porter, professor for economic science to the Harvard University. It applied the concept of the competition advantage in an empirically supported analysis (The Competitive Advantage OF nation) also to regions and countries and thus to the key word international competitive ability a scientific underbody gave (with partly surprising results).

Reference works

• Porter, Michael E.: Consumer Behavior, Retailer power, and Manufacturer Strategy in Consumer Goods Industries, Doctoral thesis (unpublished) Harvard 1973.
• Porter, Michael E.: Competitive Strategy. Techniques for Analyzing Industries and Competitors, New York: Free press 1980. (Appeared on German as: Competition strategy: Methods to the analysis of industries and competitor, Frankfurt (Main): Campus 1983)
• Porter, Michael E.: The Competitive Advantage OF nation, New York 1990, ISBN 0684841479
• Simon, Hermann: The secret winners: The success strategies of unknown quantity world market leader - (Hidden champion), Frankfurt/New York: Campus publishing house, 1996

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