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.