Competitive advantage
Competitive advantage arises when an organisation acquires or develops an attribute or combination of attributes that allows it to outperform its competitors. These attributes can include access to natural resources, such as high-grade ores or inexpensive power, or access to highly trained and skilled personnel — human resources. New technologies such as robotics and information technology — either to be included as part of the product, or to assist in making it — are often important sources of competitive advantage.