In Marketplace, in order to maintain competitive advantage it would be ideal to

focus on learning and innovative ways to better serve the customer. If the company
serves the customer better than their competition then it is already at an
advantage. The article, Value Innovation: The Strategic Logic of High Growth
discusses the importance of not competing based on conventional logic, but rather
by using value innovation.
Companies that follow conventional logic allow competitors [to] set the parameters
of their strategic thinking. They compare their strengths and weaknesses with those
of their rivals and focus on building advantages (Kim & Mauborgne, 2004). In
contrast, companies that follow value innovation logic believe that decisions and
strategy are not based on competitors but more from what they know about their
customers needs and wants and reinvent the definition of those needs and wants.
Value innovation in Marketplace will require a company to out do themselves, rather
than their competition. As suggested as creative destruction, if you out innovate
yourself, you do not leave room for the competition to do so before you. Taking into
consideration, what technology, processes, systems, or services that will more
effectively serve your customer will help in building growth for your own company if
you are innovating to beat yourself prior to the competition.
Reference
Kim, W.C. & Mauborgne, R. (Jul-Aug, 2004). Value innovation: The strategic logic of
high growth. Harvard Business Review, 182(7): 172-180.