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 …showed first 75 words of 3248 total…

…showed last 75 words of 3248 total…mckinseyquaterly.com/strategy/gaad00.asp. 12. Porter, M.E. 1985. Competitive Advantage. The Free Press: New York. 13. Start up Journal. 2000. How to Choose and Keep a Competitive Advantage. <Tab/>Viewed on 16th April 2004 <Tab/><http://www.startupjournal.com/howto/management/20010605-shuman.html 14. QuickMBA. Competitive Advantage. <Tab/>Viewed on 16th April 2004 <Tab/><http://www.quickmba.com/strategy/competitive-advantage/4.