Nowadays dynamic capabilities, sustainable competitive advantage and competition are normal elements in today's business world. Organizations are constantly trying to survive in competition. This study is building a model which aims to clarify competitive advantage from the point of organization and its' individuals. This study is based on constructive method and as a result Model of excellence is build. This model consists two separate sections; value-driven and norm-driven. This model is going to clarify how organizations are able to gain competitive advantage in turbulent environments. Model is also one tool for dynamic capabilities and it can be used for assessing organizations' maturity. Model of excellence emphasizes the role of individuals for building and maintaining sustainable competitive advantage. Case study is also included. This study reveals how to use model of excellence in the field of project management. Case study shows how project management roles can be implement in Model of excellence.

Accepted: 4 July 2016Nowadays organizations and entire industries have faced the challenges of globalization and rapid technological development. These changes have brought new kind of competition and it has shaped and mixed organizations traditional business logic. This research is based on multiple case studies where the focus is on management changes through product lifecycle management. Emphasis is on MRO (Maintenance, repair, overhaul) providers and how they implement dynamic capabilities through product life cycle management. MRO is abbreviation for Maintenance, repair and overhaul and it is a commonly used in Aerospace industry. The study identifies several products in various stages of the life-cycle and thus identify the essential changes related to management. The stages that study identifies are Learning phase, Productisation phase and PBL phase. These phases can be used for clarifying dynamic capabilities in MRO markets.

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