It might be time to re-write the textbook--competitive advantage is on the way out.
As anyone who attended business school learned, competitive advantage is measured by the extent a company produces more products than competitors in its industry, such as if a software company makes more money than another software company. But according to Rita McGrath, a professor at the Columbia Business School, competitive advantage as we know it doesn't exist anymore. It's all part of the future of work and the changing face of where and how business operate.
There are a lot of factors that contributed to this change, but here are three of the biggest players.