| KRATKA VSEBINA | Konkurenčno prednost podjetja lahko opredelimokot enkraten prednostni položaj, ki si ga podjetje ustvari glede na konkurente v panogi oziroma na trgu. Strokovna literatura sicer koncept konkurenčne prednosti omenja tudi na ravni panoge in države, a to verjetno ni najbolj smiselno, saj na trgih tekmujejo predvsem podjetja (oziroma njihove strateške poslovne enote) s svojimi proizvodi oziroma storitvami. Pojavni obliki konkurenčne prednosti podjetja sta predvsem dve, in sicer nižje cene kot posledica stroškovne učinkovitosti ter diferenciacija, ki selahko kaže predvsem skozi boljši oziroma kakovostnejši proizvod ali storitev, celovito ponudbo, hitro in prilagodljivo zadovoljevanje potreb kupcev ter pozitiven ugled (imidž) podjetja. Večina strokovne literature navaja, da ima lahko podjetje konkurenčno prednost hkrati v obeh oblikah, torej tako v ceni kot tudi v diferenciaciji. Hkratna prednost naj bi podjetju po navadi omogočala doseganje večje (finančne) uspešnosti kot prednost le v eni izmed obeh oblik. // Competitive advantage of a firm can be defined as its unique and superior position vis-a-vis competitors in an industry or a market. The scientific literature also discusses competitive advantage at industry and nation level. Irrespective of that, we believe this probably does not make much sense since it is quite clear that firms (or their strategic business units) compete for customers and not for industries or nations. There are two main types of a firm's competitive advantage; namely, lower price as a result of cost efficiency and differentiation. Differentiation can take one or more of the following fiveforms: quality of products or services, totality of supply, speed, flexibility and positive image of a firm. Most of the scientific literaturereports that a firm can have a competitive advantage in both forms, i.e. lower price and differentiation, at the same time, whereas such simultaneous advantage usually leads to greater (financial) performance than competitive advantage in only one of the both forms. |