Sustaining Competitive Advantage

Competitive advantage is the way through which a business has an upper hand against rival firms that sell similar products or alternatives. 

Small business success results from identifying the ways through which a small business can win sales and market share from other firms, often much larger. 

By adapting their product offering (customisation, quality, convenience) or by offering personalised service smaller firms can gain an edge over larger, less flexible rivals.

Once an edge has been established, marketed and the point of difference consolidated, this does not mean that it will remain forever. 

Wise business owners must consistently seek ways to sustain a competitive advantage as rival firms alter their offerings to counter the offerings of competitors.