Competitive space demands accelerator and its impacts on importance and sustainability of competitive advantages

Abstract

ZICH ROBERT, VESELÁ JITKA: Competitive space demand accelerator and its impacts on importance and sustainability of competitive advantages. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2013, LXI, No. 2, pp. 529-538 A determined eff ort of companies to improve their potential of success-ability through a development of their own competitiveness is very signifi cantly refl ected in the nature of their competitive environment. A question can be asked: what changes are introduced and what their mechanism is. The main objective of this article has been to defi ne a theoretical background to a principle of a competitive space demands accelerator and its impacts on deterioration and sustainability of competitive advantages. The methodology used is based upon a success-ability concept. The successability concept describes behavior of companies in the way which -from the point of an approach to competitiveness development -is able to identify specifi c features, frequently neglected by conventional approaches. Presented paper defi nes a mechanism of growing level of demands of competitive environment especially in the context of three key factors -company, its competitors and customers and their needs. The paper explains a paradox -an endeavor to gain higher level of advantage results in a rapid deterioration of new, achieved level of such advantage, in the sense of a lead over competitors, practically very soon a er securing of such advantage. competitiveness, competitive advantage, success-ability concept, competitive space demands accelerator, competitive space, customer need Approximately since the 1990s we have been reading a repeated statement on growing intensity and changing character of the competition, demanding higher level of competitiveness, more and more o en. This widespread assumption is unambiguously accepted premise not only theoretical, but also practical. The eff ort of companies to improve their potential of successability through development of their own competitiveness is very signifi cantly refl ected in the nature of their competitive environment.A question can be asked: what changes are introduced and what their mechanism is. A problem of request for permanent growth, though in socalled sustainable form, can be connected with theoretically unlimited growth of market demands; a corresponding development of abilities of companies should correspond with such demands. Nevertheless, what is a mechanism of mutual interdependence of development of abilities of companies and market demands? Assumptions that companies respond (or, preferably, even anticipate) to any growth of market demands and adapt their competitiveness to such growth accordingly need not to be the only logical explanation. A supposition can be made that just these activities, which are to strengthen the position of companies, play signifi cant -or even dominant -role in the