classic work on competitiveness analysis. How to achieve a competitive advantage in today's market? According to the author, the company does not get it by chance, but as a result of painstaking work and coherence in all possible activities to create a product. Using specific company examples, the book shows how to develop strategies for obtaining the main competitive advantages - cost minimization and product differentiation, and how to effectively apply them in practice. The author urges company leaders to pay special attention to activities in related industries, arguing that this is the only way to keep the benefits for a long time. The book is addressed to company executives, practitioner managers, research scientists, teachers and students of management universities and specialties.