Abstract: The concept of competitive advantage has become, in the last two decades, one of the most intensely debated and analysed. Considered essential to long-term development businesses and businesses, competitive advantages are seen as true turning points in the activity of businesses. At the same time, competitive advantages are seen as the answer to „Why do some businesses fail to become efficient, while others stagnate or go bankrupt?” It is true that these advantages must be the main objectives of the business, but attention must direct primarily towards specific sources and through which you can gain competitive advantage. Based on the main objective of any business represented by the desire for profit, strategic management is focused on the integration of all activities of businesses in this direction. The primary role of strategic management is to create and sustain competitive advantages, particularly through analyses, decisions and actions taken by the business.
Keywords: competitive advantage; business; competition; work and identity.2020.1.1-4