According to Michael Porter of Harvard University,organizations need to distinguish and position themselves differently from their competitors in order to build and sustain competitive advantage.

Michael Porter's theory of competitive advantage emphasizes the need for organizations to differentiate themselves from their competitors in order to achieve long-term success. This differentiation can come in the form of unique products, processes, or strategies that give an organization an edge over its rivals. By positioning themselves differently in the market, companies can attract customers who are looking for something distinct and gain a competitive advantage that is difficult for others to replicate.