Discuss below in a 1600 words:
Q: In 2013, Rita McGrath published an article in the Harvard Business Review arguing that ‘Sustainable competitive advantage is now the exception, not the rule. Transient advantage is the new normal.'
a) Drawing on relevant academic literature, explain what a sustainable competitive advantage is and how it might be created.
b) Using examples to illustrate your answer, evaluate Rita McGrath's argument that ‘transient advantage is the new normal'.