The company can maintain its competitive advantage through two the kinds of abilities - distinctive and replicable - and the unique combination of these that the organization creates to achieve synergy. The determining factor is the importance of the company's strategy. New concepts of competitiveness do not deny the importance traditional factors such as company size, assortment policy, price differentiation and low costs. At the same time, the special importance of new factors - key competencies, brand value, reputation, i.e. resources that are intellectual.