SOURCES OF COMPETITIVE ADVANTAGE IN SHAPING THE COMPETITIVE POSITION OF POLISH EXPORTERS ON FOREIGN MARKETS

The article presents the role and place of a competitive strategy in the strategic management of a company. It also describes the basic types of competitive strategies as well as sources of gaining a competitive advantage, including both tangible and intangible resources. In an empirical part, the authors discussed the results of the studies conducted among Polish entrepreneurs exporting products to international markets. Researches related to the conditions of shaping a competitive advantage by Polish exporters on foreign markets. The high quality of products, customisation to the needs and expectations of customers, a quick and flexible response to market signals as well as – to a limited extent – the image of the country of origin proved to be the main features of achieving competitive advantage by Polish exporters.