“…be stationary, as a consequence of competition (Jacobsen 1988;Makadok 1998;Mueller 1986). Sustaining a competitive advantage, a firm must undertake strategies that not only generate abnormal returns, but also ensure the persistence of these (Jacobsen 1988;Ruiz, Arvate, and Xavier 2017). Under hypercompetition, lower barriers to entry, radically changing market boundaries, shorter product life cycles, and rivalry would lead to a more intense competition (Bengtsson and Powell 2004;D'Aveni 1994;Zucchini, Böhmer-Horländer, and Kretschmer 2019), which in turn would decrease the ability of firms to sustain abnormal business returns over time.…”