Competitive advantage

Strategic Management is all about gaining and maintaining competitive advantage, different organisations have different competitive advantage. Anything that firm does better than the competitors is called competitive advantage. For example a cash rich balance sheet at the time of recession may be a competitive advantage, or having a locational advantage , which competitors cannot have.

21st century business is polite war where each firm is fighting for the customers. So a firm can sustain a competitive advantage for a certain period due to rival firms imitating and undermining that advantage. thus it is not simply adequate to obtain competitive advantage. A firm must strive to achieve sustain competitive advantage by adapting to changed external conditions and enhancing internal capabilities continuously.

As the traditional business is losing space fast to E-Commerce, Can you suggest how they can sustain their advantage or it is a downhill journey. this is a strategic question