# A company must find what it does better than the others A company does not need to be the best at everything; only to be the best at one particular thing. Such a distinctive competence can become its most valuable asset; it makes it stand apart from competitors and fosters customer loyalty. For instance, Amazon's distinctive competences are its lightning-fast delivery and exemplary customer service. Nutella's is its ability to negotiate with Turkish hazelnut farmers. JCDecaux's is its ability to convince cities to use its advertising panels. Their distinctive competence undoubtedly helped cement their market share. --- ## 📚 References - [[@michaudManagementStrategique2021|Management stratégique]]