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Strategic Positioning and Sustainable Competitive Advantage in Food Industry
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This paper examines the concepts of sustainable competitive advantage
(SCA) and strategic positioning (SP) and seeks to develop a framework on determinants
of SP and SCA in the food industry following the case study approach.
Design/methodology/approach – This paper analyzes the concepts of strategic
positioning and sustainable competitive advantage and their interrelation. The
qualitative study of three beverage producers is conducted. Cases are analyzed based on
the theoretical models discussed in the first part of the paper.
Findings - This paper provides comparison of positioning strategies and SCA of three
international beverage producers. The theoretical framework on determinants of these
concepts was developed and applied for case study. The concepts of SCA and SP are
interchanging, but from the case study it was not possible to conclude whether one leads
to another. There is no single theory found which would be universal in explaining the
success of the brands. Companies are complex structures and their success depends on
many different elements which should be analyzed in combination.
Jekaterina Baraskova - Personal Name
NONE
Management
English
2010
1-73
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