| Summary: | McGrath introduced a new strategic perspective based on the concept of transient competitive advantage by taking into consideration that changes are intrinsic features of nowadays economy. Her concept differs from traditional strategic ones, which are based on market’s stability and inertia. Accordingly, the aim of the present study is to analyze the business scenario in the transience scope based on the Transient Competitive Advantage Model (TCAM). In order to do so, a case study was applied to three technology companies graded by business incubators in Brazil. The study was carried out through semi-structured interviews, which were qualitatively analyzed based on TCAM. Results have shown a “consistent, but unsystematic and reactive environment” in the three assessed companies. Moreover, the goal was to help outspreading the concept of transient advantages and to validate TCAM.
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