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Introduction

topic of product’s competitiveness is greatly debated today among managers, politicians as well as academics. Globalization and changes in the world economy over the last years have raised new challenges for firms, industries and countries. The popularity of the concept of competitiveness is clearly demonstrated by the fact that there is an increasing interest around the issue of competitiveness benchmarking at the country level as well as the policies through which governments can enhance national industrial competitiveness.competitive advantage refers to the position of superiority within an industry that a firm has developed in comparison to its competitors. Firm level competitiveness indicated a firm’s ability to design, produce and market products superior to those offered by competitors, where superiority can be evaluated from several factors, like price, quality, technological advancement, etc. Competitiveness can be considered at different levels of aggregation: firm, industry, and country.very simple terms, success can be intended as achievement of company objectives. Hence, performance should be measured in terms of how an organization manages its critical success factors. Today, beyond financial or market-based indicators, measures of competitiveness increasingly include other variables such as innovativeness, quality, and social ones like ethical standing, social responsibility, working conditions of employees, etc. Given the aim of our study, the first question we should address is why and to which extent it makes sense to analyze competitiveness at the firm level.an empirical point of view, research on the influence of firm and industry effects on performance shows that a relevant percentage of the variance in profitability is attributed to firm-level variables. The analysis of the sources of variance in firm performance is a key issue in both industrial organization and strategic management studies. Fundamentally there are least two main views of the origin of a firm's competitive advantage.one side, industrial organization scholars focus on the influence of industry-related determinants of firm performance and particularly emphasize the importance of factors like concentration, entry and exit barriers and economies of scale. Classical industrial organization scholars claim that a firm can neither influence industry conditions nor its own performance. Therefore, the competitive advantage originates from external sources rather than internal (firm-specific) sources. A modified framework has been advanced by the new industrial organization scholars which recognizes that firms have a certain influence on the relationship between industry structure and a firm's performance . According to Porter, competition within an industry is defined by five structural parameters: current competition within the industry, bargaining power of suppliers, bargaining power of buyers, threat of new entrants, threat of substitute products or services. In Porter’s view, the paths of industry evolution depend (among other things) on firms’ strategic choices. On the other hand, strategic management 1. Components of competitiveness of the product .1 Types of Competitive Advantages

of competitive advantageand innovation for competitive advantageterm innovation has a commercial aspect different from scientific research. Innovation has a very important role in economic development of countries, because innovative companies, through commercializing their research and development results, are creating new and nonexistent value. Furthermore these same companies are getting an important share of the newly created value. By this way, they are mainly creating wealth for themselves, for their country and for the world. Innovation includes both product and service and process innovations. Product innovations are products that are perceived to be new by either the producer or the customer; the latter includes both end- users and distributors. Process of innovation refers to new processes which either reduce the cost of production or enable the production of new products . In spite of the increasing importance of innovation and the role played by technological capabilities in a firm’s growth trajectory, little is known how technological innovation in different organizations is driven by their technology strategy, the plan that guides the accumulation and deployment of technological resources and capabilities. That is, the most innovative firms engage in a continual search for better products, services, and ways of doing things. They try to continuously upgrade their internal capabilities and other resources. Aggregate innovative capacity of a nation is derived from the collective innovative capacity of its firms. The more innovative firms a nation has, the stronger that nation’s competitive advantage. Innovation also promotes productivity, the value of the output produced by a unit of labor or capital. The more productive a company is, the more efficiently it uses its resources. The more productive the firms in a nation are, the more efficiently the nation uses its resources . Innovation and entrepreneurial activity are the engines of long-run economic growth. Often, entrepreneurs first commercialize innovative new products and processes, and entrepreneurial activity provides much of dynamism in an economy. For example, the economy of the United States has benefited greatly from a high level of entrepreneurial activity, which has resulted in rapid innovation in products and processes.resources for competitive advantageresources are a term used to describe the individuals who comprise the workforce of an organization, although it is also applied in labor economics to, for example, business sectors or even whole nations. Firms can develop this competitive advantage only by creating value in a way that is difficult for competitors to imitate.

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