The term can be defined as "anything a company does well compared to other competing companies." A competitive advantage goes to a business when it does something its competitors cannot or when it has something its competitors want. For example, a competitive advantage in a recession may provide some companies with a liquidity reserve in which they can buy back companies in difficulty and strengthen their strategic position. In other cases, having a competitive advantage can mean that a company has less fixed assets than a competitor, which is still beneficial