What is Durable Advantage?

Thirty years after Clayton Christensen introduced Disruptive Innovation, my research explores what happens when the disruptors become the disrupted and whether it’s possible to sustain a durable advantage in highly competitive industries.

My work focuses on two related ideas.

Durable Advantage Theory starts with a simple proposition: the value of competitive advantage depends not only on its magnitude, but on its duration. My research examines whether investors and management teams systematically overweight the strength of a firm’s current advantage while underweighting how long that advantage can build, extend, and renew.

Durability Strategy takes Competitive Advantage Period (CAP) from valuation theory and asks a different question: what if competitive duration could be measured and managed? The goal is to develop a practical system that helps management teams diagnose the expected life of their competitive advantage, understand what is shortening or extending it, and allocate resources accordingly.