Besides using resources to improve its efficiency, a firm may leverage its resources to hurt competitors. A firm adopts such a behavior if it perceives the relationship with the competitor as a zero-sum game where one firm’s gain is another firm’s loss. The firm may raise rivals’ costs, decrease buyers’ willingness-to-pay for rivals’ products or adopt pricing predatory behaviors. Note that this list encompasses the definition of competitive advantage and its link to performance presented in the above theoretical framework. By competitors and rivals, I mean potential entrants and substitutors as well as actual competitors