Competitive advantage refers to the strategic advantage that a company has over its competitors within a particular industry or market. This advantage can come from various sources, such as unique product features, superior quality, cost leadership, marketing strategies, distribution networks, or customer loyalty. Companies that have a sustained competitive advantage are able to outperform their rivals and achieve higher profits and market share. Research in this area focuses on understanding the factors that contribute to competitive advantage, how to build and sustain it, and how companies can leverage their strengths to stay ahead in the market.