Company's competitive advantage – is a disequilibrium phenomenon.

In order to stand out from players in the industry, you must either offer a superior value for your product or a lower cost. And have to be unique in your offer. Evidently, Italians are doing an excellent job by inventing a unique user value-proposition. Even private labels nowadays try to offer here a good product quality and not price. A know some good examples of how brands successfully differentiate on price in Ukraine (Gala was a good one with “why pay more” campaign, white-box juices). What about Italy? There must be more examples, as the only one we came up with in class was Autogrill..

(c) prof. Bruni

SDA Bocconi