Bibliographic citations
Ponce, J., Rivera, E. (2023). Participación del posicionamiento y ventaja competitiva en las empresas [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/668243
Ponce, J., Rivera, E. Participación del posicionamiento y ventaja competitiva en las empresas [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/668243
@misc{sunedu/3431682,
title = "Participación del posicionamiento y ventaja competitiva en las empresas",
author = "Rivera Carhuapuma, Edith",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
In this research the state of the art of the positioning and the competitive advantage are evidenced. Its study is vital for the success and survival of organizations, as well as to achieve a greater market share and profits. Positioning is placing an industry leader in the collective subconscious of its market through a simplified message in order to stay in the mind of the prospect (Ries & Trout, 2001) Competitive advantage refers to the characteristics or attributes of a product or brand that grant a certain degree of superiority compared to its most direct competitors (Lambin, 2003). For this reason, the leading advertising agencies use strategies based on the weaknesses of the competitor in order to create a powerful brand and therefore obtain a better advantage. In conclusion, this study analyzes the impact of positioning and competitive advantage in companies, with the aim of contrasting the different positions found. In this regard, it is a comparative study with a hermeneutic approach, based on the reading and analysis of papers between the years 2017 to 2022. In this research, the positions discovered on the elements that contribute to positioning are exposed. Likewise, the positions on the actions that generate competitive advantage were found. In addition, strategies that impact competitive advantage are identified.
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