As per business research conducted by Innosight, the life span of companies hogging the prestigious S&P 500 list is getting shorter with each generation. In the 1960s it was sixty years, but now it is only twenty. Barring heavy investment manufacturing sectors, it is getting increasingly impossible for companies to boast of a competitive advantage over their nearest rivals. In the digital age, service sector companies in the media, financial services or telecom industries are relying on unique strategies to stay ahead of the curve. They are integrating client centric design into their core operations. Also they are willing to mend their tactics as per market conditions. Companies are willing to experiment away from the corporate strategy initially formed to embrace existing environment. Source: http://www.forbes.com/sites/falgunidesai/2016/06/22/your-strategy-needs-client-centric-adaptability-not-sustainable-competitive-advantage/#68d9d167452c