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srrs1 2012a41 PDF
srrs1 2012a41 PDF
Abstract
The competitive advantage is a phrase that has developed in connection with
foreign trade and has become, in actuality, as a quality business culture. Initially developed
as a competitive advantage theory of trade efficiency or comparative advantage as a result
of absolute or comparative advantage due to a relative. In a competitive environment for
any company, competitive advantage is given by the part of the offer, which makes products
to achieve the maximum efficiency conditions. Thus, a firm enjoys economic success, if they
have a cultural environment conducive to improvement and innovation, which results in
new ways to compete effectively. Such a strategy growing only what is sold on an economy
. Key words: Competitive advantage, management excellence, competition,
success, profit and quality.
Din acest exemplu, rezult c Portugalia produce att vinul ct i pnza cu costuri
mai mici dect Anglia (80 i 90 ore-munc fa de 120 i 100 ore munc). La analiza
costurilor de oportunitate, se constat c Anglia are un avantaj relativ la pnz, deoarece
produce un yard de pnz cu 5/6 galoane de vin, fa de 9/8 cu ct produce Portugalia
(5/6<9/8). La rndul su, Portugalia dispune de un avantaj calitativ relativ la producerea
vinului fa de Anglia, deoarece pentru un galon de vin cheltuiete 8/9 yarzi pnz, fa de
6/5 yarzi ct cheltuiete Anglia ( 8/9<6/5). Pe cale de consecin, exist premise ca Anglia
s se specializeze n producia de pnz, iar Portugalia s se specializeze n producia de
vin. Att teoria avantajului comparativ absolut, ct i teoria avantajului comparativ relativ
au fost depite de realitatea schimburilor comerciale actuale, cnd se constat c cea mai
mare parte a comerului mondial se desfoar ntre statele dotate aproximativ egal cu
factori de producie, nu ntre rile cu decalaje mari de producie.
ntr-un mediu concurenial, pentru orice firm, avantajul competitiv este dat de
acel element de ofert, care face ca produsele s se realizeze n condiii de eficien
maxim. Astfel, o firm se bucur de succes economic, dac posed un mediu cultural
propice mbuntirii i inovrii, din care rezult modaliti noi de a concura cu eficacitate.
O asemenea strategie cultiv numai ceea ce se vinde, n condiii de economicitate.
Orice firm, mic sau mare, de importan local, zonal, naional sau global,
identific avantajul competitiv, modelnd mediul concurenial, prin luarea urmtoarelor
patru elemente n considerare strategic, astfel2: factorii de producie, exprimarea cererii,
apreciat prin parametrii de cantitate i calitate, concurena i firmele furnizoare prezena
sau absena unor firme capabile de concuren i de susinere a concurenei, la care se
adaug cultura organizaional - condiiile care guverneaz crearea, organizarea i
conducerea firmelor, practicile de management i natura rivalitilor.
O firm obine un avantaj competitiv dac ansamblul su managerial permite i
sprijin o acumulare rapid de mijloace de producie moderne i de deprinderi profesionale
specializate, promoveaz deciziile ce favorizeaz modernizarea proceselor de producie
1
Pe larg, Ni Dobrot, coordonator, Dicionar de economie, Editura Economic, Bucureti, 1999, p.
49-50
2
Prelucrare i adaptare dup Michael Porter, The Competitive Advantage of Nations, The Free Press,
New York, 1999, p.96
3
Carmine Gallo, Steve Jobs. Secretele inovaiei, Editura Curtea Veche, Bucureti, 2011, p.16
4
Peter Drucker, Despre profesia de manager, Editura Meteor Press, Bucureti, 1998, p. 51-58
5
Exemple culese din Ben Casnocha, Viaa mea de nceput n afaceri, Editura Curtea Veche,
Bucureti, 2010, p.14-30
6
Thomas J. Peters, Robert H. Waterman Jr., n cutarea excelenei, Editura Meteor Press, Bucureti,
2011, p.67
7
John P. Kotter, Matsushita Leadership, Editura Publica, Bucureti, 2008, p.23-24
8
Carmine Gallo, op.cit., p.29
9
Thomas J. Peters, Robert H. Waterman Jr., n cutarea excelenei, Editura Meteor Press, Bucureti,
2011, p.187
Bibliografie selectiv
Ben Casnocha, Viaa mea de nceput n afaceri, Editura Curtea Veche, Bucureti, 2010
Carmino Gallo, steve Jobs, Secretele inovaiei, Editura Curtea Veche, Bucureti, 2011
John P. Kotter, matsushita leadership, editura Publica, Bucureti, 2008
Michael Porter, the Competitive Advantage of Nation, The Free Press, New York, 1999
Ni Dobrot, coordonator, Dicionar de economie, Editura Economic, Bucureti, 1999
Peter Drucker, despre profesia de manager, Editura Meteor Press, Bucureti, 1998
Schumpeter J.A., Capitalisme, socialisme et democraie,Payot, Paris, 1968
Thomas J. Peters, Robert H. Waterman Jr., n cutarea excelenei, Editura Meteor Press,
Bucureti, 2011
10
Ibidem, op.cit., p.190
11
J.A. Schumpeter, Capitalisme, socialisme et democratie, Payot, Paris, 1968, p.112