Capítulo 2. La ventaja competitiva y la innovación
| Pages | 31-36 |
| Author | José María Mendoza Guerra |
31
Capítulo 2
la ventaja competitiva y
la innovaciÓn
La ventaja competitiva es un tema central en economía y en los nego-
cios de hoy, y se re! ere a la posición relativa de la empresa en el merca-
do respecto a sus competidores, en particular al rival principal. En reali-
dad, el juego competitivo implica a una compañía que ofrece valor para
la satisfacción de sus clientes, los cuales corresponden a este esfuerzo
con el pago de un precio determinado. Sin embargo, en el mercado
abierto, otras empresas rivales persiguen el mismo mercado y ofrecen
a los clientes otras ofertas de valor y por ello, los clientes les correspon-
den con precios especí! cos, así que la situación competitiva implica
que la ! rma cree un valor mayor con unos costos menores respecto a
los rivales, con lo cual se atrae a los clientes hacia la compañía.
Por esto, a partir de la capacidad competitiva que se ha presentado en
la ecuación (1), es fácil precisar el concepto de ventaja competitiva.
Realmente es la distancia de una empresa frente a un competidor, Di,
o sea que es la diferencia entre las capacidades competitivas de las dos
compañías, esto es:
Di = Çi - Çj
= (Vi / Ci)– (Vj / Cj)
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