Nbb Explain the Concept of Competitive Advantage and Identify the Competitive Advantages Possessed by New Belgium Brewing. Discuss How the Company Effectively Manages Customers' Perceptions.

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A competitive advantage is an advantage over competitors gained by offering consumers greater value either by means of lower prices or by providing greater benefits and services that justify higher prices (Spender, 1993). There are several competitive strategies that a business will use to make up their competitive advantage. New Belgium Brewing uses the differentiation strategy of selecting one or more criteria used by buyers in a market. It is about charging a premium price that more than covers the additional production cost and about giving customers clear reasons to prefer the product over other, less differentiated products (Spender, 1993). Well-known companies have already proven that they can differentiate their brands and reputations, as well as their products and services, if they take responsibility for the well-being of the societies and environments in which they operate. These companies are practicing social responsibility in a manner that generates significant returns to their businesses. Social responsibility makes a company more competitive and reduces the risk of sudden damage to the company’s reputation and sales (O.C. Ferrell, 2012). New Belgium Brewing saw social responsibility as part of a continuing process of building value. Social responsibility helps improve the company’s reputation, and establish long-term relationships with customers and other stakeholders. New Belgium Brewing has well at achieving the company’s core values and mission statement that was developed over 20 years ago. I think by keeping that same commitment to the quality of its products and dedication to the company’s employees along with the commitment to the environment, it has set the tone for other brewers as well as other companies to follow. The company’s most important asset is its image, which stands for quality, responsibility and concern for society (O.C.

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