“…Since strategy is a plan for long‐term goals, the primary purpose of strategy is to create sustainable competitive advantages, which are often assumed to exist (D'Aveni, Dagnino and Smith, 2010; Dagnino, Picone and Ferrigno, 2020). In practice, however, few competitive advantages are genuinely sustainable over prolonged periods, and most of them are temporary (Ahokangas, Juho and Haapanen, 2010; Fine, 1998; McGrath, 2013). This is either the result of fast‐paced competitive actions and counter‐responses among rivals (including imitation), or frequent endogenous and exogenous competence destroying disruptions and discontinuities.…”