In the current market situation, running a business requires a constant search for areas in which one can gain competitive advantage, all the while consistently improving operations and demonstrating the superiority of the company over the competition. In a competitive market, the success of many organizations depends on their ability to adapt to constant changes in the environment. This is a necessity in order to survive and develop in a situation of ever-changing conditions and needs of the emerging market. Currently, the main characteristics of modern enterprises are organizations that quickly react to changes, have an innovative approach, minimize functional divisions; and invest in people and their professionalization. This paper is an attempt to show the mechanisms companies use to obtain competitive advantage in the market.
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