Marketing w tworzeniu i utrwalaniu przewagi konkurencyjnej przedsiębiorstw detalicznych
Marketing in creating and sustaining competitive advantage of retailers

Summary/Abstract: The paper aims at presenting relations between sustainable competitive advantage and marketing advantage. Elements of the marketing concept according to the first theoreticians of competitive advantage were showed, including W. Alderson and J. Barney, as well as M. Porter. The issue was presented in its practical aspect on the cases of the retail trade companies Wal-Mart, Benetton, and Ikea. The role played by marketing in their gaining of distinctive strategic positions, and then maintaining it via creating customer value and appropriate communication was identified

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