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Medicine the study found that there was an impact for the use of it on achieving competitive advantage strategies. The customer's always right, we're told well, sort of surely customer input is important, but sustaining competitive advantage means staying attuned not just to customer desires, but also to the competitive landscape, emerging technologies, government regulations and the like. Research and reviews journal of sport management, 1997, ll 80-96 (0 1997 human kinetics publishers, inc achieving a sustainable competitive. Samsung's sustainable competitive advantage samsung's sustainable competitive advantage samsung has been able to achieve the position of being a market leader in many of its products due to its innovation, technology and products.