{"id":12076,"date":"2009-03-05T20:02:00","date_gmt":"2009-03-05T20:02:00","guid":{"rendered":"https:\/\/www.sisinternational.com\/developing-a-sustainable-competitive-advantage\/"},"modified":"2025-09-16T00:27:55","modified_gmt":"2025-09-16T04:27:55","slug":"developper-un-avantage-concurrentiel-durable","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/fr\/developper-un-avantage-concurrentiel-durable\/","title":{"rendered":"D\u00e9velopper un avantage concurrentiel durable"},"content":{"rendered":"<figure class=\"gb-block-image gb-block-image-437208d2\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-437208d2\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Business-36.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"Business (36)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Business-36.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Business-36-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Business-36-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Business-36-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Business-36-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n<h2>A sustainable competitive advantage is an advantage in providing value to customers that cannot be imitated.<\/h2>\n<p><span style=\"font-weight: 400;\">Numerous cases abound where the first mover in a market develops a competitive advantage, but soon loses it.\u00a0 In the 1990s, AOL had a competitive advantage as an Internet Service Provider (ISP), becoming the preferred provider for consumers new to the internet. It offered more features in one easy-to-use platform. Some customers used \u201cAOL Keywords\u201d to search just as much as they used Yahoo and Altavista to search. Yet, as customers became more sophisticated and as competing ISPs launched cheaper substitutes (e.g. Netzero, Earthlink), that advantage became difficult to sustain.\u00a0 It can be a challenge to sustain a competitive <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/solutions-de-recherche-qualitative-et-quantitative\/lavantage-de-tester-un-produit-a-new-york-plutot-qua-los-angeles\/\" title=\"L&#039;avantage de tester des produits \u00e0 New York plut\u00f4t qu&#039;\u00e0 Los Angeles\"  data-wpil-monitor-id=\"8838\">advantage because once a product<\/a> or service is made, other competitors can reverse engineer a company&#8217;s success, taking the competitive advantage away. <\/span><\/p>\n<h2>Sources d\u2019avantages comp\u00e9titifs durables\u00a0:<\/h2>\n<ul>\n<li>Comp\u00e9tences sup\u00e9rieures<\/li>\n<li>Ressources sup\u00e9rieures<\/li>\n<li>Exp\u00e9rience d&#039;utilisation unique<\/li>\n<li>Caract\u00e9ristiques uniques du produit<\/li>\n<li>Conception<\/li>\n<li>Mode de livraison<\/li>\n<li>l&#039;image de marque<\/li>\n<li>GRC<\/li>\n<li>\u00c9tude de march\u00e9<\/li>\n<li>Co\u00fbts de changement \u00e9lev\u00e9s<\/li>\n<li>Barri\u00e8res \u00e0 l&#039;entr\u00e9e<\/li>\n<li>Brevets<\/li>\n<li>Leadership en mati\u00e8re de co\u00fbts<\/li>\n<li>Diff\u00e9renciation<\/li>\n<li>Se concentrer<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">An example of sustainable competitive advantage through differentiation is Starbucks. The company essentially serves a commodity: coffee. But it has made the coffee-buying <a href=\"https:\/\/www.sisinternational.com\/fr\/competence\/les-industries\/etude-de-marche-sur-lexperience-client-numerique\/\" title=\"\u00c9tude de march\u00e9 sur l\u2019exp\u00e9rience client num\u00e9rique (CX)\"  data-wpil-monitor-id=\"8836\">experience cater to its customers\u2019<\/a> lifestyles and psychographics. Customers buy at Starbucks to relax and purchase many of its additional products in the meantime. This superior and unique customer experience is an example of a competitive advantage.<\/span><\/p>\n<h2>Comment les \u00e9tudes de march\u00e9 g\u00e9n\u00e8rent un avantage concurrentiel<\/h2>\n<p><span style=\"font-weight: 400;\">Les \u00e9tudes de march\u00e9 sont cruciales pour d\u00e9velopper un avantage concurrentiel durable, car elles r\u00e9v\u00e8lent ce que veulent les clients. \u00c7a peut:<\/span><\/p>\n<ul>\n<li>D\u00e9couvrez des informations qui ne sont pas disponibles pour les concurrents<\/li>\n<li>Identify <a href=\"https:\/\/www.sisinternational.com\/fr\/facteurs-cles-de-succes-dans-les-etudes-de-marche-automobile\/\" title=\"Facteurs cl\u00e9s de succ\u00e8s dans les \u00e9tudes de march\u00e9 automobile\"  data-wpil-monitor-id=\"8833\">Facteurs cl\u00e9s de succ\u00e8s<\/a><\/li>\n<li>Guider le positionnement sur le march\u00e9<\/li>\n<li>Adapter les mouvements strat\u00e9giques pour garder une longueur d\u2019avance sur les concurrents<\/li>\n<\/ul>\n<h2><a href=\"https:\/\/www.sisinternational.com\/fr\/about-sis\/contact-sis-international-market-research\/\">Contactez-nous pour votre prochain projet d&#039;\u00e9tude de march\u00e9.<\/a><\/h2>\n<p>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Un avantage concurrentiel durable est un avantage qui apporte de la valeur aux clients sans pouvoir \u00eatre imit\u00e9.<\/p>","protected":false},"author":1,"featured_media":62792,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[292],"tags":[],"class_list":["post-12076","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12076","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=12076"}],"version-history":[{"count":3,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12076\/revisions"}],"predecessor-version":[{"id":81482,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12076\/revisions\/81482"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/62792"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=12076"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/categories?post=12076"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/tags?post=12076"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}