Integrated factors for competitive advantages in a new competitive environment where competitive advantages are temporary: Application in PC industry

The changes in every part of life have led to changes in competitive environment and establishment of ?New Competitive Environment?. Firms who had chosen to compete by focusing on one of low-cost, differentiation or focus strategies in the past have noticed that this is insufficient to meet rising consumer expectations, survive and gain competitive advantage in today?s new competitive environment.In this research, by selecting a sample PC company, depth interview and detailed resource scanning were made. Information was collected about the changes in the company, the sector and the Turkish market from past to today, changes in competition environment and conditions and in the face of changes what kind of strategies have been chosen by the company and its rivals and so on. Generally, it is observed that while local companies focus on operational excellence and limited marketing, global companies focus on marketing and R&D. Although all of them gain some advantages by focusing on particular strategies, they cannot gain competitive advantage completely.According to the research, companies should have a structure which offers operational excellence, product leadership, customer satisfaction management and social responsibility management all together to meet rising consumer expectations and gain competitive advantage in the new environment in the emerging market. Therefore, it is concluded that companies should focus on innovation, time-based structure, flexibility, insourcing, intangible sources and capabilities, localization and social responsibility activities in an integrated way. Key Words: Competition, Competitive Advantage, Strategy, PC Sector