How are some companies able to sustain competitive advantage and others are simply not?

Self-reflection is a process by which you grow your understanding of
who you are, what you value, and why you think and act the way you do. 
In these self-reflections, you will be asked to get a little
introspective relative to the broad topic of the module. The idea is to
look at the question provided and to let you establish what you know
about the topic. One of your professional objectives should be to be
able to be conversant on a wide variety of topics. This exercise helps
you to do just that.

Self-Reflection Question Module 4:
How are some companies able to sustain competitive advantage and others are simply not? (MO4-2)

You should be able to answer this question in about 200 words or about 5 to 6 sentences.

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