The Search for a Sustainable Competitive Advantage (SCA)
A strategy that does not last is not effective or optimum. An optimum competitive strategy must be sustainable with regards to either existing or potential competition. The firm’s competitive advantage must be able to resist erosion by competitor action or the evolution of the market.
While an organisation continually adapts to its competitive environment, there are certain core ideals that remain relatively steady and provide guidance in the process of strategic decision-making. These unchanging ideals form the business vision and are expressed in the organisations mission statement.