Abstract
The dynamic changes in the external (and often inside) environment place every firm in front of serious new and unknown challenges and make it more difficult to adapt to them. Under these conditions known traditional short-term models of corporate behavior have an increasingly limited role and a chance for success. The main problem and goal of the company should be a clearly defined long-term strategy that allows building competitive advantages and performance. Therefore, the purpose of the study is to analyze the impact of a dynamic external environment (market) on strategic behavior by developing a conceptual model: “Dynamics of the external environment (market) - Strategic behavior - Competitive advantages” to be applied and tested in the activity of the construction firm.