Since a competitive advantage can be defined as "any factor or group of factors that give a firm an upper edge over its rivals," many organizations strive for a position of sustained competitive advantage. Longevity in an endeavor or field indicates that it is sustainable. Thus, a firm's profitability in an industry can be sustained over the long term when a competitive edge is tied to long$-$term viability.

Profitability, gaining an edge over competitors, leading the market, providing high$-$value items at low prices, etc. all necessitate that businesses factor sustainability into their strategy.

For instance, Walmart's low$-$price business model gives it a lasting competitive advantage. Since it provides excellent value to clients, the company has maintained a spot in the Fortune $500$ for many years.

Apple, Starbucks, and Nike all use differentiating factors to their advantage, and these firms all have strong financial resources and a healthy balance sheet and cash on hand.

Patents, trademarks, copy rights, domain names, and long term contracts would be examples of strategic assets that provide durable competitive advantages. Exceptional R&D departments $($like IBM's$)$ may represent a company's most important strategic asset. This is according to research $($KenFaulkenberry$,2023).$

A company's competitive edge can be maintained over the long run if it operates with an eye on the future and devises plans with that goal in mind.

For instance, Apple did have a long$-$term competitive edge after its first few years in the market. It flourished once the iPhone $4$ was released, after five years.

Focusing on the long term is the only way for a company to maintain a competitive edge, as advantages can be gained in the short term $($within a year or two$),$ but are fleeting otherwise.