The potential value created with a new product or service provided by a firm is given by the difference between its (monetary) benefit, in the view of the firm’s customers, and the unit production cost to the firm. To what extent this potential value can be exploited as a market opportunity depends on the firm’s success in obtaining a competitive advantage over other firms in the market. In order to acquire a competitive advantage, a firm must outperform its rivals in value creation (cf. Besanko et al. [1]).
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