benefit period depends on how much time it takes rivals to launch counter offensives and begin closing the competitive gap. A lengthy benefit period
gives a firm valuable time to earn above- average profits and recoup the investment made in creating the advantage. The best strategic offensives produce big competitive advantages and long benefit periods. As competitors respond with counteroffensives, the erosion period begins. Any competitive advantage a firm currently holds will eventually be eroded by the actions of competent, resourceful competitors Thus, to sustain its initial advantage, a firm must devise a second strategic offensive. The groundwork for the second offensive needs to be laid during the benefit period so that the firm is ready for launch when competitors respond to the earlier offensive. To successfully sustain a competitive advantage, a firm must stay a step ahead of rivals by mounting one creative strategic offensive after another. There are six basic ways to mount strategic offensives