With an increase in the competitive advantage, operational superiority.
As market conditions change and competition pressures increase, companies are forced to adopt new strategies. This, in turn, means that they need new operational models to take into account these new plans.
Companies should concentrate their efforts on those business areas where it is ahead of competitors (in quality, costs, etc.) and can really create a proposal that can solve the consumer problem at a high-quality level. Therefore, the company must actively influence the market, creating a demand for goods that outperform competing by objective indicators or are generally new (unmatched), as opposed to passive adaptation to existing demand.