Competitive advantage: “The emperor has no clothes!”

Abstract

The study is focused on a concept worth cornerstone of strategic management theory: competitive advantage. The trigger of this study is generated by the remarkable disparity between the pros and cons as to the significance of the concept. It starts from the research of the main aspects of the logic of defining the concept. It pointed out some dilemmatic aspects revealed by the few existing critics. Related to the main concept, it marked several key elements which question its status as a reference. These items are related to the nature of the competition and of the company in the current economy.