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The Sources Of Competitive Advantage In The Contemporary Marketing Environment: Theoretical Issues And Empirical Findings For Slovenia1

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THE SOURCES OF COMPETITIVE ADVANTAGE IN THE CONTEMPORARY
MARKETING ENVIRONMENT:
THEORETICAL ISSUES AND EMPIRICAL FINDINGS
FOR SLOVENIA1




Faculty of Economics Ljubljana, University of Ljubljana



    A
Phone | + 386 01 5982 506; Fax | + 386 01 5982 698
E-mail | tanja.dmitrovic@uni-lj.si


Faculty of Economics Ljubljana, University of Ljubljana



    
Phone | + 386 01 5982 564; Fax | + 386 01 5982 698;
E-mail | maja.makovec@uni-lj.si
ABSTRACT
In modern competition, based on knowledge, skills and competencies of the firms' employees,
competitive advantages are becoming a transparent goal on international markets. Gaining
and maintaining a competitive advantage nowadays gives a firm not only a better position on
markets but also leads to improved financial position with a sound basis for its development
and growth. In such economic environment Slovenian firms are forced to develop competitive
advantages if they want to compete successfully on international markets.
According to this theoretical and empirical challenge we studied the sources of competitive
advantages of Slovenian companies. Theoretical issues of the research are based on the
resource-advantage theory. In empirical study, encompassing 169 firms from manufacturing,
trade and tourism, we studied differences in sources of competitiveness among industries. The
main goal of the research was to find out how Slovenian firms prioritize the sources of
competitive advantage and how these influence their business performance. Our research
indicated which sources Slovenian managers underestimate and which need to be further
developed to obtain or maintain competitive position in international markets.
1 The research was financially supported by The Government of Slovenia and is a part of the Target research
project: „The Competitiveness of Slovene Economy in the...