Comportamiento superior vs. óptimo desempeño
Within a marketing context, I would rather use "comportamiento superior". A marketing environment bears always the subliminal concept of competition and relative performance facing your competitors.
"Optimo desemepeño" sounds more like an absolute concept: a firm performs at its best level according to their own resources. I could give you more background comparing models of business analysis (Porter´s matrix vs. Resource Based View model) but I do not intend to make things more complicated.