التوجهات الفكرية للميزة التنافسية بين استراتيجيتي الملائمة و القصد الاستراتيجي

Abstract EN

Competitive thinking has been guided by competitive advantage, as institutions seek to create unique characteristics that distinguish them from other competing institutions.

The first is a defensive approach based on adaptation and positioning to maintain the dominant position of competitive advantage which is the perspective of relevance.

The second was an offensive approach that was the result of excessive competition, which is based on a constant change of the rules of the competitive game, leading to confusion and surprise, which makes maintaining competitive advantage only useful by creating another competitive advantage, To make it a search for alternatives to the advantage, not a search to maintain it.

The second approach depends on the strategic movement which is the perspective of the strategic intent