Browsing by Subject "Means of competition"

Objectives and theory. Competition means of competition and competitive advantage – when delivering in the EU internal market – create the map of research and its red thread. The purpose of the study is to determine the components of a genuine competitive advantage and to identify opportunities for further development. Background theories are EU Competition Law (especially Articles 101 and 102 TFEU), Law and Economics (the effectiveness of the law and the means of competition), Consumer Law (the status of consumers and the safeguarding of their rights) and Philosophy of Law (background values and ethics of activity). Research questions are: How to find and determine the factors of a genuine and developable competitive advantage? How can a genuine competitive advantage that can be further developed be achieved through permitted and profitable means of competition? Methodology. The research approach was mainly qualitative, quantitative played a supporting role, in connection with examples and material. It was a hermeneutic study, and the methods were interpretation, argumentation, specification, and reasoning; in addition, forensic science played a part in efficiency assessment. The study progressed from more general to more private, from competition to competitive advantage; from a potential competitive advantage to a further competitive advantage – a permitted, profitable, genuine, and further competitive advantage were reviewed. The study was conducted in theory (written law, regulations, guidelines, rules, scientific research, and other relevant literature) and in practice (business examples and case law). Results. A genuine competitive advantage arises from a combination of the admissibility and profitability of a means of competition. Genuine and further competitive advantage complement each other. Genuine competitive advantage is enshrined in law and has an economic impact on the business, the consumer and society. The existence of a genuine competitive advantage in the context of the 8P competitive means of marketing can be determined in theory and in practice. The competitive means of 8P marketing can be ranked based on their overall goodness based on theory and practice. According to this study, the order is product (t), physical environment (p), process (t), place (t), price (p), promotion (t), personalization (p) and people (t) (stronger perspective of the means of competition, t = theory and p = practice). Furthermore, the simultaneous use of several means of competition leads to better results than the use of a single means of competition. Conclusions. All 8P competition tools for marketing are both genuine and evolving. When examining the overall goodness of the means of competition, most of the means of competition prove to be better in theory than in practice – there is an order for the development of activities in the market. In all reviews, there is room for improvement in the means of competition, both in theory and in practice. The interpretation is based on the four theoretical perspectives of this study, the empirical partition, and the examination of the competitive means of 8P marketing in the light of their historical development.