Digitization has destroyed the concept of sustainable competitive advantage
Rither Gunther Mcgrath
Strategy has always focused on companies attaining sustainable competitive advantage-which is the unique position a company attains by configuring its operational activities in a manner that competitors cannot duplicate.
In “the end of competitive advantage”, Mcgrath argues that companies that will succeed on the long term in today’s boundary-less and barrier-free markets must be those who can flexibly exploit temporary competitive advantages while remaining focused on their long term vision.
Digitization has made information a commodity and sustainable competitive advantage hard to defend.Companies that will succeed in this hyper-competitive environment will be those that are entrepreneurial i.e. able to identify and exploit opportunities as they arise.