“The Four Key Factors Behind a Company’s Competitive Advantage

Michael Levy, in the latest edition of Principles of Marketing, writes: Every company seeks success in the marketplace, yet many senior executives—and even marketing managers—do not truly understand what drives that success. Our research shows that the following four factors are the primary sources of competitive advantage for any company:

◽️ 1. Excellent Customer Orientation

Successful companies deliver outstanding service to their customers in order to strengthen loyalty and long‑term relationships.

◽️ 2. Excellent Operations

High‑performing companies execute their internal operations—such as sourcing raw materials, production, quality control, order processing, delivery, and after‑sales service—with exceptional precision. As a result, more than 95% of their customers are satisfied with the company’s processes and workflow.

◽️ 3. Excellent Products

Successful companies offer strong, high‑quality, and differentiated products, and they continuously update and improve them. They also invest in proper branding and positioning to ensure their products stand out in the market.

◽️ 4. Excellent Place (Distribution & Presence)

Leading companies provide customers with outstanding physical locations for service delivery; they maintain strong websites, apps, and active social media channels; and they leverage in‑store marketing to highlight and differentiate their products on the shelves.

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