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I think that one of the primary functions of management has to be to develop greater competitive advantages in order to sustain market viability. Managers should have the responsibility of creating and developing new arenas of competitive advantage. It should not be on the part of the workforce to do this. Rather, managers must be able to understand the nuances of the competitive workplace setting, understand where existing advantages are and see where competitive advantages can be harnessed and developed.
In this, managers have to develop a current vision for the organization in the present tense and sustain it into a long term one in which competitive advantages are found and harnessed. Managers have to be able to do this in order to give direction to the workforce.
It makes sense that in assessing the roles of management in generating competitive advantages, management would have to shoulder much of the burden in this. Managers have to assess if there is greater competitive advantage in cutting costs, generating new revenue streams, or even working through product differentiation schemes.
These decisions and the calculations involved in them fall into the domain of management. In a globalized workplace where the setting is more divergent in terms of competition, it becomes essential for managers to see the development of competitive advantage as part of their function and overall responsibility to the organization.
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