Influence of competitive advantage on formulation business strategy

In current environment, with growing interdependence between the markets and in increasing competition, it is more difficult to maintain current enterprise market position. It is more and more important to correctly select companies' strategy, because as mentioned by Kotler: "if the company has the same strategy as the competitors, it actually does not have a strategy. For these reasons it is necessary for the company to base this strategy on their own market position and build on their distinctive competitive advantage." The aim of this paper is to analyze the relationship between competitive advantage and strategy and to determine in what areas of business companies have the most connected strategy with their own competitive advantage. (C) 2014 Elsevier B.V. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/3.0/).