კონკურენტული უპირატესობის მოპოვება და შენარჩუნება გლობალიზაციის პირობებში

It is a difficult task to achieve and maintain a competitive advantage in the global environment.
To address these challenges, new approaches and strategies need to be developed where it will be considered the influence of global, rapidly changing markets, technologies and a lot of competitors from around the world.
The fashion industry is one of the most highly developed and competitive in the world. The goal of the research is to identify the factors of competitive advantages in the clothing market in Georgia.
Today the Internet is the fastest and easiest way to get information. The number of Internet stores is increasing, which gives us the basis that the online stores can become a new competitive advantage. The research in the study refers to the popularity of online stores in Georgia and the basic needs and expectations of the customers on the clothing market. The study provides recommendations and basic concepts for achieving the competitive advantage.