COMPETITIVE INERTIA, FUNCTIONAL STRATEGIES AND TEMPORARY COMPETITIVE ADVANTAGE: A MODAL PROPOSITION

Abstract

Organizations have to adapt themselves to their environments in order to survive. They try to survive and gain competitive advantage in a competitive, turbulent and unstable market resulting from rapid technological advances. However, in today’s highly dynamic and hyper competitive environment, it is difficult to adapt to the environment and obtain sustainable competitive advantage by using firm-level resources. Therefore, managers try to gain a competitive advantage by determining the most suitable strategy that is suitable for them and successfully adapts to these technological and industrial changes. If organizations do not take measures to maintain their competitive advantage by falling into inertia and do not support competitive inertia with innovations and functional strategies, it is inevitable for the organization to weaken and fall behinds of its competitors. The purpose of this study is to reveal the importance of functional strategies in terms of sectoral organization model, resource-based approach and guerrilla logic to conceptually evaluate relationships between competitive inertia, functional strategies and temporary competitive advantage in organizations and to gain temporary competitive advantage in hyper competition environments.