Konkurentska prednost podrazumijeva pronalaženje najpovoljnije pozicije određene tvrtke na tržištu u djelatnosti kojom se bavi s ciljem ostvarivanja što većeg profita koji nosi zadovoljavajuću korist svim interesnim skupinama u njenom okruženju. U današnjem vremenima hiperkonkurentskog okruženja poduzećima i poduzetnicima, njihovom vodstvu kao i zaposlenicima nikad nije bilo teže plasirati svoje proizvode te pronaći tržišnu nišu koja će zadovoljiti dobro informiranog kupca i potrošača za odabir baš njihovog proizvoda ili usluge. Poslovanje stoga postaje kontinuirana potraga za novim učinkovitim strategijama kako bi se nadmašili konkurenti te zadovoljile potrebe kupaca na duži rok.

Competitive advantage means finding the best position for companies in the market in the sector that it deals with and whose operating results bear satisfactory benefit to all stakeholders in its environment through provision of profitability. In today's times in a hyper competitive environment for companies and entrepreneurs for their management and employees it has never been more difficult to s place, their products and find a market niche that will satisfy a well-informed customer and consumer to select a particular product,a specific manufacturer, especially in the longer term. Therefore, companies and entrepreneurs are in an enduring search for new effective strategies to surpass competitors and meet the needs of customers in the long run.