COMPETITIVE ADVANTAGE FOR SMALL AND MEDIUM ENTERPRISES

Abstract. Winning business is grounded in sustainable competitive advantage. A company has competitive advantage whenever it has on edge over rivals in securing customers and defending against competitive forces. There are many sources of competitive advantage: making the highest-quality product, providing superior customer service, achieving lower costs than rivals, designing a product than performs better than competition brands etc. To succeed in building a competitive advantage, a company must try to provide what buyers will perceive as “superior value ” – either a good product at a low price or a “better ” product that is worth paying more for. This paper focuses on how small and medium company can achieve or defend a competitive advantage. Authors of the paper pay attention to competitive advantage’s macro level. Authors of the paper will describe competitive advantage’s structure, elements, etc. Main conclusion of the research is: speaking about micro or company level, we are discussing not competitive advantage, but company strategy, which include competitive advantage component