In their effort to define and to specify the fundamental methods of competitive advantage, all of the views tend
to limit an organization in understanding the nature of the full dynamism of the strategy. The resource-based
view primarily focuses on the development of the competitiveness for the future whilst other view’s central
concern emphases on the present deployment of resources which was previously developed. The primary
purpose of an organization’s existence is not only to exist but also to thrive. Sustainability, therefore, can only be
obtained while juxtaposing both – the present and the future. While continuously exploring the competitive
advantage for the future, organizations will also be in the need of exploiting the existing opportunities.
(Chaharbaghi and Lynch, 1999) termed the existing resources as being largely static and unchanging and while
the dynamic environments ceaselessly call for a new generation of resources as the context constantly shifts. A
mere focus on competition by scholars and organizations is claimed to be ignoring two very important aspects of
strategy (Kim and Mauborgne, 2004). Firstly, to find and develop the markets where there is no or very little
competition (blue ocean strategy) and to continuously exploit and protect the blue oceans.