What do we look for in order to attain competitive advantage? Where will we look? How will we find it? Well, there are a lot of questions that could be asked so that we can source out a firm's competitive advantage. Several things are needs to be assessed, evaluated and decided on in order to formulate a firm's competitive advantage. For Jay Barney, the author of Looking inside for competitive advantage, a company's competitive advantage …showed first 75 words of 1614 total…

…showed last 75 words of 1614 total…strategy or when competitors lack the confidence to attempt imitation. Thus by carefully weighing each resource and capability to which is more suitable as a competence for the company and by innovating it to become valuable, rare, hard to imitate, non-substitutable and a formation of a well structured organization, we will not only attain competitive advantages but a well sustained competitive advantage that will endure to the generations to come.<Tab/>