Obviously, this does not imply that the ability to deploy dynamic capabilities can be a
source of sustained competitive advantage in all market settings. For example, if a firm has
the ability to gain and sustain competitive advantages in a rapidly changing market and then
the market suddenly becomes stable and unchanging, the ability to be flexible is not likely
to be valuable, and thus not a source of competitive advantage. Put more broadly, the value
of a particular set of capabilities must be evaluated in the market context within which a firm
is operating. If that market context changes radically, what were valuable capabilities may
no longer be valuable. Again, all of this is perfectly consistent with traditional RBV logic.