COMPETITIVE STRATEGY AND FIRM PERFORMANCE

This study explores the role of competitive strategy in enhancing firm performance in modern markets. It focuses on how companies achieve sustainable competitive advantage through strategic positioning, efficiency, and innovation. Using empirical insights from global and emerging markets, including Central Asia, the paper evaluates how cost efficiency and differentiation contribute to profitability and long-term growth. Statistical evidence suggests that firms adopting clearly defined strategies outperform those with inconsistent positioning. The research highlights the importance of strategic clarity, organizational capabilities, and market adaptation in achieving superior performance outcomes.