A company has recently gained a competitive advantage in its market. Which underlying cause is most likely responsible for this change?

The company most likely gained its advantage by creating a unique value proposition that customers cannot easily copy, such as a breakthrough product feature or a lower price that still preserves quality. This change usually comes from a deliberate shift in strategy—whether through investing in research and development, streamlining operations, or forging powerful partnerships. For example, a smartphone maker that introduces a proprietary camera sensor can command higher sales while competitors use off‑the‑shelf components. By aligning its resources and capabilities with a clear customer need, the firm turns a strategic decision into a lasting competitive edge.