Competitive Advantage

Competitive Advantage is any factor that allows a company to provide the same value as its competitors but more efficiently, or to provide superior value that justifies a higher price. This could be proprietary technology, brand reputation, cost structure, or access to data. In strategy, marketing's job is both to communicate this advantage to the audience and to help defend it against rivals. Without a clear advantage, a business is vulnerable to being undercut or replaced by new entrants.