A Resource-Based View on Sustaining Competitive Advantage: A Case Discussion

This paper discusses Apple Computer, Inc.'s (Apple) distinctive competencies in line with its competitive environment to identify its competitive advantage and its sustainability. We find that Apple's distinctive competencies lie with its innovative capabilities, proprietary ecosystems, and marketing. Given the highly competitive nature of Apple's competitive environment, we find it hard to sustain a competitive advantage with constant updates of internal resources. In light of these findings, we recommend Apple adopts a learning (knowledge-based) organization approach and positions itself for speedy innovation in order to consistently "shift the rules of the game”. In conclusion, the sustainability of its competitive advantage and superior performance would eventually rely on Apple's continuous endeavors to shape, mold or influence the future market and technological evolutions. This means it should focus its strategy and management on continuous improvements and innovations, i.e., change