A try to combine more than approaches and competitive strategies to achieve a sustainable competitive advantage

Abstract EN

The objective of this research paper is two-fold.

The first is a precise reading of the theoretical underpinnings of each of the strategic approaches: "Market approach" for (M.

Porter), and the alternative resource-based approach (R B V), advocates for the idea that the two approaches are complementary.

Secondly, we will discuss the possibility of combining the two competitive strategies: cost leadership and differentiation.

Finally, we propose a consensual approach that we call "dual domination".