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Transient Advantage
Jaap de Jonge, Management Consultant, Netherlands
According to Colombia BS Professor Rita Gunther McGrath, achieving a Sustainable Competitive Advantage (SCA) (establishing a unique competitive position that can be sustained for long periods of time) is nearly impossible these days.
Allthough that idea is not new (see for example this discussion on 12manage: and compare and ), Professor McGrath does introduce an interesting new term: TRANSIENT ADVANTAGE (TA).
I looked up the word "transient", it means: brief, temporary, passing, provisional, temporal. Quite the opposite of sustainable if you think about it.
McGrath argues companies need to embrace the notion of TA instead of SCA, "learning to launch new strategic inititiatives again and again, and creating a portfolio of advantages that can be built quickly and abandonded just as rapidly".
What I liked most of this article is the seven dangerous misconceptions, most of which indeed I have witnessed several times over the years:
1. The trap (The belief that being first to mar (...) Read more? Sign up for free
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