As noted by Pearlson (2016), it might seem obvious that a firm would try to sustain its competitive advantage. After all, the firm might have worked very hard to create advantages, such as those already discussed in your textbook. However, there is some controversy about trying to sustain a competitive advantage

Reference: Pearlson, K., Saunders, C., Galletta, D. Managing and Using Information Systems: A Strategic Approach, 6th Edition. Burlington, MA. Wiley, 2016

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