Literature review on competitive advantage

The technological trends have changed the mode of life on the planet. Conventional business processes and operations have been replaced with newer forms of strategic planning that have become essential for organizations to meet the challenges of the changing times. The scope of service and products is no longer confined to limited regions companies have to compete in a global market where the consumer has greater awareness and access to global businesses to fulfill their needs. In such demanding times, effective strategic management is required to ensure that the company performs better than its competitors, whether local or global, and continues to retain its market share. The concept of competitive advantage has evolved over the past few decades and has now become an integral part of