Starbucks after Schultz: How to Sustain a Competitive Advantage?

Maintaining competitive advantage is as important as initially obtaining the advantage. Many companies over the years have obtained a competitive advantage only to lose it. Think of Sony in the 1980s and 1990s. They owned the portable music industry with must-have products such as the Walkman radio, Walkman cassette player and the Discman cd player. Today, Sony no longer has must-have portable music products and has lost its competitive advantage to Apple.

• Outline how dynamic capabilities can enable a firm to sustain a competitive advantage.

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