Course Language
English ‎(en)‎
Time Required
1 hour
Course Type
Online/Internet Based
Course Fee
Free of charge
Course Access
Open for enrolments

Introduction to the ITC Trade Competitiveness Map

Different approaches define competitiveness from different angles, all of which are valid. For example, some approaches, such as Michael E. Porter’s, define it as a relationship between internal and external stakeholders. Others define it based on the theory of comparative advantage, which refers to comparisons between peers. The International Trade Centre (ITC) has a different approach, and defines business competitiveness as follows: "The demonstrated ability to design, produce and commercialize an offer that fully, uniquely and continuously fulfils the needs of targeted market segments, while connecting with and drawing resources from the business environment and achieving sustainable return on resources employed.

By the end of this module, you will be able to:

Evaluate the importance of having a comprehensive understanding of business competitiveness for MSMEs.
Identify the various elements of ITC’s Trade Competitiveness Map which are used in the MSME diagnostic and benchmarking tool.