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Beyond competitive advantage : how to solve the puzzle of sustaining growth while creating value
Author: Todd Zenger
Harvard Business Review Press

To help managers toward that goal, this book presents the concept of the corporate theory as a means of providing managers and executives with a framework for thinking beyond competitive advantage as they negotiate a changing and challenging environment in search of sustained value creation. As with a scientific theory, the object of a corporate theory is to maximize the probability of selecting valuable paths while minimizing costly mistakes. A good corporate theory thus provides a compass for those at the strategic helm and will, from time to time at least, help them beat the expectations baked into their current share prices or, in the case of privately held firms, investors’ valuations.
A corporate theory is not an abstract academic construct set about with obscure equations and language. It is rather a narrative, an explanation, or even an image that reveals how a particular company can accumulate value or compose competitive advantage over time.

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