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The New Key of Competitive Advantage in Business

Dana Adriana Lupșa-Tătaru ()
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Dana Adriana Lupșa-Tătaru: Transilvania University of Brașov

Ovidius University Annals, Economic Sciences Series, 2019, vol. XIX, issue 2, 515-518

Abstract: Given the new knowledge economy, competitive environment, the rise of the new technologies and also the new instruments for marketing and management – from social media to software, from chatbots to ERP – every business has to understand that adjusting to the new conditions is vital not only to survive, but to have a competitive advantage. Using the new strategies and trends for communication is actually the key of a business development and the key to competitive advantage. In this paper, the author explores the nature of a communication strategy in the context of social media, briefly summarize the process followed in developing a communication strategy for a small business and share lessons learned useful to others involved in strategic planning efforts.

Keywords: competitive advantage; communication; strategy; new economy (search for similar items in EconPapers)
JEL-codes: L80 M13 M30 (search for similar items in EconPapers)
Date: 2019
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