What is the term for the advantage a company has in attracting new customers?

The term that best describes the advantage a company has in attracting new customers is "competitive advantage." This concept refers to the attributes or features that allow a company to outperform its rivals, whether through lower costs, superior products, brand reputation, or exceptional customer service. These elements make the company more appealing to potential customers compared to its competitors.

A competitive advantage can be sustainable if it is difficult for competitors to replicate. Companies strive to identify and enhance their competitive advantages in order to grow their customer base and improve their market share. This can involve various strategies like innovation, excellent customer service, brand loyalty, or unique product offerings.

Cumulative advantage refers to the benefits that accumulate over time as a result of positive initial outcomes, while continuous advantage suggests ongoing benefits that are sustained over a period but lacks the specific focus on market competition. Customer advantage is a less recognized term that does not specifically address the broader context of competition among businesses. Therefore, "competitive advantage" is the most accurate choice in describing the capability of a company to attract new customers effectively.