Is Competitive Advantage Really sustainable

Assignment 1 - Several Scholars argue that the sustainability of competitive advantage is really a myth in this highly chaotic environment. To sustain competitive advantage a firm's structure, systems, and resources need to be continuously adaptive to the changing external environment. Using real life examples and critically evaluating various competitive advantage theories how can companies develop and sustain competitive advantage in this turbulent environment. Use real life examples to support your arguments. Noteworthy quotations in context …

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