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The competitive advantage of any firm will have both a base advantage and a sustainable advantage. These two elements combine to give rise to a firm's overall competitive advantage. The base advantage helps to explain how a business performs well in all significant markets for its products, services and abilities. It reflects a company's features and strengths that are best suited to specific market conditions.
Firms will vary in the degree to which they are able to use resources to expand distinctive competitive advantage. If a firm is unable to develop a sustained competitive advantage, it will be forced to search for a faster and less costly alternative. (i.e. Bryant & Ryan, 2000; Ferracane, 2000; Peters & Waterman, 1996)
In this study, the central purpose is to determine how different resources can be recruited and used through various strategies to create a competitive advantage that can remain sustained over time. Therefore, this study seeks to answer the following questions: Which resources are more important and how can their performance be increased and which resources are more important and how can their performance be increased and which resources are more important and how can their performance be increased and which resources are more important and how can their performance be increased. d2c66b5586