Determining factors in competitive advantages creation: Comcel experience

Abstract

<p>In the difficult task of winning and retaining the market, the mobile cellular communication companies in Colombia have been creating and using different tactics and strategies to generate differentiation and superiority as key elements to originate demand. This paper shows which of those superiority factors-competitive advantage sources- have become “competitive advantages” in Comcel, as reasons to demand or maintain in service considered by the market. This research was conducted through survey and its implementation was done by sampling. The survey was structured on four factors of inquiry: technological, user services, customer services and administrative services.</p>