How does a company maintain a competitive advantage

A company maintains a competitive advantage by utilizing the skills that they have excelled in for so long. Sometimes things need to be changed to compete with the evolving market. When this happens there is no need for a company to go crazy trying to find away to reinvent themselves. They just need to stick with what has always worked. A company has distinct competences that it works with and no matter how much they want to do something different or anything else they have to stick with what they are good at or profitable at, the moment they differ from that, is when the company will start to go downhill and start to lose money. So if a company wants to maintain its competitive advantages they better start early and figure out what they can do with what they are ready have to make them competitive again.