3 In order for a company to achieve a sustainable competitive advantage, it *must perform value chain activities (1) (1 ) at the same quality level as .competitors, at the same cost at the same quality level as .competitors, but at a lower cost at a higher quality level than competitors, at a higher cost at a higher quality level than .competitors, but at no greater cost at either the same quality level as competitors, but at a lower cost, or at a higher quality level than .competitors, but at no greater cost