%0 Journal Article
	%A Abdolali Mortazavi and  Faegheh Taheran
	%D 2024
	%J International Journal of Industrial and Systems Engineering
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 206, 2024
	%T Competitive Advantage on the Road Again: Exploring Nuances through a Conceptual Review and Future Research Avenues
	%U https://publications.waset.org/pdf/10013525
	%V 206
	%X By giving an overview of previous arguments and findings concerned with the concept of competitive advantage, first, we define the overall concept of competitive advantage and discuss nuances of understanding such an important and strategic idea. Finally, by considering the major concerns of marketing academia, including globalization, Artificial Intelligence (AI)-based technologies, consumer well-being, and internal coopetition between a firm’s units, fruitful avenues to be explored by future studies are presented in the form of research propositions. In the end, relevant gaps mentioned by numerous studies that are worth investigating are demonstrated.
	%P 121 - 127