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The goal of sustainable competitive advantage is easy attainment in the 21st century. Heightened competition and economies of scale, often on global levels, the rapid pace of technological and social change and both the perishability and substitutability of strategic vision, all make the task that little bit more challenging.
Achieving sustainable competitive advantage through sustainability is one of the most pressing and difficult, yet potentially rewarding, of challenges corporations currently face. To do so required shrewd perception, long term single-mindedness and passionately committed engagement in, what is in the initial stages at least, a largely strategic endeavour.
Strategic, campaign-specific, enterprise elements such as a brand’s value chain, positioning or guidelines can be discretely manoeuvred to the best fit of the required competitive gain and the support of ecologically or ethically grounded comparative advantage whilst ensuring the avoidance of accusations of greenwash.
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