Porter argues that a nation's firms gain competitive advantage if their domestic consumers are:

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According to Porter's theory of competitive advantage, a nation's firms benefit from having sophisticated and demanding domestic consumers because they drive firms to continuously improve and innovate their products and services to meet the high standards and expectations of these discerning customers. This leads to firms being better able to compete on a global scale and gain a competitive advantage.

Porter Argues That a Nation's Firms Gain Competitive Advantage If