*2.1.1. Porter's model*

Porter's [1] model of competitive advantage, also called *"Porter's Diamond"*, presents a methodology for establishing enterprise strategies to achieve greater competitiveness in a globalised economy. In this model, the competitiveness of the companies of a country does not depend only on the natural and favourable factors that the country may have a priori, but also on those that can doubtlessly be generated by positive or negative synergies and which have the ultimate goal of productivity growth. Thus, the competitiveness model of [1] establishes that the competitive position of the companies is very much influenced by their surroundings, which in turn depend on certain *"primary factors",* these being understood as the state of the productive factors; the existence of qualified human resources; the conditions of the demand, such as tastes and their variations; the characteristics, existence and develop‐ ment of the associated sectors; as well as the enterprise strategies. There are also *"secondary factors",* which influence the primary factors, which are the actions of local government and fortuitous events.
